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ISSUE:
Goodyear was looking for innovative ways to speak directly to new consumer segments, including a strategic effort to reach female shoppers. From new store designs that look less like a garage and more like a retailer, to simple price-and-feature displays that allow for comparative shopping, Goodyear stores received a complete overhaul. On the web, Goodyear created an intuitive tire buying guide specifically for women. Coyne PR was charged with helping the Goodyear brand resonate with female consumers.
IDEA:
To aid Goodyear in its efforts to communicate with women, Coyne PR developed two firsts in the tire industry, including an “Ultimate Ladies Night Out” – the first-ever women’s media ride-and-drive event - and a series of local Goodyear “Just for Women Car Care Clinics.” Featuring third-party automotive expert Barbara Terry and leveraging Goodyear’s retail locations and test drive capabilities, these events were designed to actively engage media, connect with key groups of influential women and create brand evangelists.
IMPACT:
The campaign has been a great success, delivering coverage in Family Circle, Jane, First for Women and Quick & Simple as well as key local print and broadcast media from the Arizona Republic and Dallas Morning News to local FOX, ABC, CBS and NBC affiliates. Additionally, stories and product giveaways in women’s magazines, daily and weekly newspapers and on TV and radio helped promote the Goodyear brand as responsive to women and delivered key product messages to this influential demographic. Due to its success, both from a media results and grassroots standpoint, Goodyear has more than doubled the program in its second year. |
Automotive Case Studies
