Cooper Tire Social Modernization
The Success - Bringing Social to the Modern Era
Across Cooper Tire social channels, our engagement rate went up over 40% in 2021 and 2022 compared to the previous two years. We saw over a 10% uptick in follower count as well as up to 4% increase in both reach and impressions. The moral of the story: consistent activity focused on accessible and engage-able content is king.
The Goal - Reaching the Youth
Part of the challenge of being a brand in the 2020s is adapting to meet the needs and wants of young Millennials and Generation Z, who are now coming of age.
Due to the economic landscape, young consumers are looking for good deals and reliability; they are trying to get the most out of their tires. This sect of the Cooper Tire target audience doesn't respond to traditional social marketing techniques in the way older generations do, so a different approach was needed.
Our two goals:
To appear as a friendly, knowledgeable and accessible brand by posting and engaging more frequently.
To join conversations, trends and memes as they gain popularity to insert ourselves in the conversation, in an effort to garner brand awareness.
Instagram Story Activations
In an effort to utilize other features of Cooper Tire social channels to modernize the content of our pages, we launched a series of Instagram Story posts. We created highlighted stories on the Cooper Tire page to enhance its look and feel. Below are some examples of our Instagram stories, most namely our #WallpaperWednesday series and IG Story quizzes/polls.
