CASE STUDY: TikTok Strategy
& Management for Global Tire Manufacturer
The client for this project was one of the global leaders in tire manufacturing for the off-highway tire market.
As the client’s social media partner for all of their global social media accounts, we were set the task of growing awareness of the brand amongst younger online users – in particular across the Gen Z and millennial user base.
What we did
Naturally, TikTok was the obvious platform for reaching the Gen Z demographic, as well as seeming like a natural evolution from the reel content we were already producing for the client’s Instagram account. As a first step, we researched the platform to ensure that there was a relevant community of users within the agricultural and industrial sectors on the platform. In particular we observed a large and engaged community of agricultural users – with high volume hashtags such as ‘Farmtok’.
Having observed competitors on the platform we also saw that there was a need for more fun and relatable content for those within the agri and industrial communities, as the majority of content available was focussed around being educational.
As such, we set about by researching common issues and relatable experiences within both sectors. We also looked at trending challenges and audios each week to see how we could get the brand involved in such trends in an authentic and fun way. All in all, our goal was to position the client’s brand as being relatable and a key part of the agri and industrial community.
The client is super happy with the growth on the platform to-date, with positive metrics across the board. A snapshot of their account KPIs from the end of 2023 can be found below.
→ Followers up 383%
→ Total likes up 3057%
→ Comments up 412%
→ Reached audience up 615%
→ Video views up 795%