The Brief

In a country of 1.2 billion the niche superbiker segment is estimated at less than 0.05 million. Superbikers, an exclusive and closed community bonded by the love for their mean machines. Michelin launched the 1st ever tires for superbikes and needed to create affinity with this small spread out community. Active on social networks via closed groups reaching these HNI’s through traditional outreach was bleak. Our strategy was to use earned media via PR amplifying launch messaging, Use influencer seeding to reengineer social media turning marketing fundamentals turtle, create conversations and amplify messages of advocacy to build a community while crowd sourcing for meet and greet events.

Describe how the promotion developed from concept to implementation

A dual approach communication strategy, first in a form of a visual extravaganza created for the automobile media literally in the middle of a bike track created in a luxury hotel which allowed us to promote the message of the 1st ever launch for superbike tires in India followed a carefully constructed outreach on social identifying small superbiker groups across India creating conversations within the niche super biking community sustained over time led by passionate consumers, influencers and advocates to seed product content, assist with technical guidance, resolve availability issues and drive adoption. Crowd sourced breakfast rides helped strengthen connect with the audience.

Describe the success of the promotion with both client and consumer including some quantifiable results

As a result of accentuating the ideas of Influencer driven content, amplification and community centric approach, Michelin showed an improved consumer reach that was also evident in its Power Breakfast events across key cities. 200+ groups were identified and engaged with. Impressively, we reached out to 80% of the total audience universe in India. 109490 superbike owners and enthusiasts engaged with us actively as we used social to close and address direct and specific product queries. The power breakfasts reflected a level of involvement, which not only created the unique experiences, but also reflected in the consumer sentiment at retail with Increased sell-through of Michelin Tires much above product goals.

Explain why the method of promotion was most relevant to the product or service

Superbikers in India are an exclusive and closed community of the mostly mega rich and some even famous consumers. Few and spread out, they are a passion driven segment bonded by the love for their mean machines. With the audience being a speck in the vast population it was important that our campaign fit in perfectly with their behavior and lifestyle. The campaign, reached out to create relevant and prolonged conversations with the elusive and fragmented segment, which helped build brand momentum and was a measure of the resonance of the campaign.