Getting People to Give a Damn About Tires.
Firmly established as a tier-three tire brand, we were challenged to elevate the profile and stature of the Yokohama brand to rival that of the juggernauts in the category–on a shoestring budget.
Getting people to give a damn, let alone talk about tires, is no easy task. We set out to establish relevancy with both the enthusiasts as well as general tire buyers to let them know what makes a Yokohama tire so great. With the launch of a new national campaign called “I Am Yokohama”, we gave the inanimate object a voice, which was the centerpiece of an integrated campaign that included national television spots, display advertising and a dedicated microsite. The subsequent relaunch of yokohamatire.com in both the U.S. and Canada gave us another opportunity to cut through the clutter and noise and give the tire-buying audience exactly what they were looking for when they needed it. Lastly, our ongoing digital and social efforts include integrated partnerships and promotions with NitroCircus, RAM and Chelsea Football Club. The result of these efforts: a 129% increase in followers, 163% increase in impressions and engagement levels that rank Yokohama #1 in the industry.