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Do tires fuel your creativity machine? Nah, most consumers find it a little tiring... Trying to market a low-interest product like tires to consumers with zero interest can be a challenge. Yet, Continental tells stories from the road like no other that consumers relate to and engage with. The company takes consumer behavior and observations into their digital marketing strategy successfully builds brand awareness and engage the audience. The million-dollar question is – how do they do it? Casper Neumann Svanemose, Marketing Director at Continental lets us in the front seat of how an automotive company does purpose-driven marketing. Other pit stops on the podcast: How you work with storylinesA thousand puns about hatsWhat curiosity does to a marketer The BTS story of the campaign “Share the Road” What safety is for drivers and cyclists Creating empathy so the SoMe comments explodeEnjoy the ride and thank you for listening to the Social Media Sucks podcast
🎧CHAPTERS
0:00 Episode intro
02:19 Kasper introduction
06:43 Working with storylines
08:33 The tier industry
10:55 Sponsorship with Tour de France
12:47 The Share the Road story
21:04 Spot your opportunities
24:55 Focuses in marketing strategy for B2B & B2C
32:30 We create our own KPIs
36:45 Opportunities on different channels
39:45 “HQ sees us as the freaks of the company”
41:35 Vision and ambition for Continental
46:50 The golden nuggets
