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Dunlop: #GETAGRIP #GOTAGRIP
CHALLENGE
WHAT DO CAR TIRES AND ALPHA MALES HAVE IN COMMON?
Dunlop had a great product in the Winter Sport 5 tire. What it didn’t have was social media credentials.Its male customer base was full of thrill-seekers, tech lovers and show offs, but the brand itself wasn’t playing in the fast lane of online conversation. We needed a fast way to engage them, and communicate our tire’s key benefit: GRIP.
IDEA
THEY LOVE TO SHOW OFF THEIR CONTROL
We created the internet meme #GETAGRIP/#GOTAGRIP and owned it for Dunlop, launching an engaging social media campaign to build the brand community across Belgium, The Netherlands, France and Germany, and inviting consumers to share their creative gripping content. We brought extreme sports celebrities into the conversation, leveraging pop culture themes to grab attention.
RESULT
DUNLOP DROVE HOME A NEW BRAND CONNECTION
With 19 million social media impressions, nearly 84,000 consumer engagements, and a 14.9% increase in new Facebook fans, Dunlop quickly accelerated its social credibility with a gripping message, and edged up its winter tire market share in a mature, commoditized category.
