Growing preference in the messy middle
We worked alongside global tyre manufacturer Michelin to support the launch of its new Run Flat tyre category.
By deep-diving into Michelin's customer base and keyword research, we created an engaging online content hub to promote the manufacturer's new SUV tyre range.
We think
It wasn't just about building traffic, it was about saying the right things to position Michelin as a category leader.
The new content hub needed to position Michelin as an expert in the Run Flat tyre category. Therefore, the content we created had to be educational, inspiring, and stay true to Michelin's brand values.
We do
The new content hub needed to position Michelin as an expert in the Run Flat tyre category. Therefore, the content we created had to be educational, inspiring, and stay true to Michelin's brand values.
We started by identifying key informational-led search terms. From these, we created informative optimised content to be featured in the website's guides section.
We could then drive authority to our URLs through a targeted outreach strategy that included creative data-driven ideas published by top-tier publications.
We measure
Our data-driven strategy and educational content has helped Michelin stand out as a leading Run Flat manufacturer.
Links built with average da of 53
89
Increase in session duration vs. site average
39%
Of traffic generated were new visitors to the website
81%
