Content & Creative

Automotive

273% increase in reach: reinventing the Dunlop brand on social media

Client’s History:

Dunlop Tires is a company with more than 120 years of history, present in more than 100 countries, and considered one of the world’s foremost tire manufacturers. Its founder, John Boyd Dunlop, was responsible for the invention of the tire, the first model with an air chamber, as we know it. Today, the brand has more than 1,500 employees in Brazil and is the only one to use jointless band technology in its tires.

Results

273% increase in reach

261% increase in impressions

145% increase in average view count

Objective

The brand understood that its audience had migrated to the online world, but it still acted very shyly in digital media. Therefore, his goal was to reinvent himself digitally with the reactivation of social media channels.

Challenge

Reinvent the brand digitally, seeking to position it as a reference in technology

With a strategy totally focused on branding, GhFly developed a communication responsible for positioning the brand as a reference in technology, quality and innovation for car tires and for the cargo segment (trucks and buses).

Strategic Solution

New positioning on social media

From the competition analysis and user interaction research with the brand, we decided to work with Facebook and Instagram, defining their positioning on social networks and the brand’s tone of voice.

On Facebook we work the automotive universe on the concept: What can a good tire provide you? Relating Dunlop’s differentials with moments that you need to have a quality brand on your side. Talking about subjects such as product technology, road care tips, car review tips and guidance on tire labeling.

On Instagram

Within Instagram, we developed guidelines that inspire users, talking about the first car, wedding, family, commemorative dates, among other topics. In stories, we seek to get closer to users using polls, quizzes, votes and countdowns with publications that are light, humorous and go beyond the tire theme.

Creative Solution

A partir do conceito “Seja qual for o seu mundo, ele gira melhor com pneus Dunlop” desenvolvemos peças criativas responsáveis por associar a marca a segurança, tecnologia e inovação.

Criamos peças que buscavam explorar os assuntos que tinham relevância no momento, gerando maior empatia e proximidade com o público. Como por exemplo, exploramos o lançamento do filme “Vingadores: Ultimato” e o aniversário da morte do Ayrton Senna, sempre relacionando os criativos a maior segurança, tecnologia e inovação.

Com uma forte estratégia criativa a GhFly aumentou o reconhecimento de marca da Dunlop Pneus, trouxe maior engajamento nas redes sociais e conseguiu atingir expressivos resultados de maneira orgânica.

Statements

With the help of GhFly, we were able to establish Dunlop’s digital presence. Understanding that the way brands communicate with consumers has changed is essential for companies that want to stay relevant over the next few years. Social networks have made this communication a two-way street where, often, the consumer makes the first contact and wants to talk and interact with the brand. With the help of GhFly, we were able to understand what our target audience said to the brand and answer their questions.

Mariana Ceccon Viola

Marketing Coordinator | Dunlop Pneus

Brands can and should take ownership of current issues. This is a great way to generate more empathy and closeness with your audience. However, it is necessary to create a context to insert the brand, bringing relevance to the content and, consequently, greater prominence. Therefore, we subtly explored the most viewed content at the time, always bringing it into the context that Dunlop was in.

Joao Bruno Werzbitzki

Head of Content and Creative | GhFly

Nossos cases

Conheça outros cases