Michelin PS4 Tyres: Road Stories with Michelin

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

Michelin PS4 Tyres: Road Stories with Michelin

Cemre Cakar, Eda Onsel, Sina Karaca and Pelin Yalin

Campaign Details

Brand: Michelin PS4 TyresBrand Owner: MichelinLead Agency: MECContributing agencies: GOGO PROJECT HOUSECountry: TurkeyIndustry: Tyres, fuel, accessories, servicesChannels used: Content marketing, Product placement, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

Inspired by Michelin's star heritage that focused on Road Stories from its birth, we wanted to take this story one step further, and closer to people's hearts. Michelin had 2 dramatic...

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