client: Goodyear

An unusual brand collaboration delivering tasty results   

In 2022, client Goodyear tyres gave us the brief of creating a disruptive, memorable Fame social & PR campaign that would help raise product awareness for their latest AllSeason tyre. The target audience were male and female car enthusiasts in the UK, as well as Goodyear’s fully formed audiences ‘Pokey Blokes’ and ‘Self Starters’ who have disposable income to purchase the tyres.   

Using a channel mix of Facebook & Twitter, and influencers on YouTube, we cooked up the idea of teaming up with a pizza brand… I can already hear you asking “pizzas and tyres? Really?” Well, yes. There was a method here.   

GET the nations everyday drivers (who can’t resist a delicious pizza). 
WHO might not yet be brand loyal to one single tyre brand, and who value experiences, rather than being targeted with adverts. 
TO remember Goodyear Vector 4Seasons tyres next time they consider a purchase. 
BY working with experts to bring the Four Seasons pizza out of re-tyre-ment, offering a unique experience that consumers wouldn’t have expected from Goodyear. 

We wanted to

Since the Four Seasons pizza covered all seasons with its toppings, and the Vector 4Seasons tyre was designed for all seasons, they were a match made in heaven. The plan was to partner up with a pizza brand and work with the brands’ Head Chef to curate a revamped version of the classic. Taking into consideration popular or trending ingredients and seasonality, we were able to keep it relevant.

We collaborated with Dough & Co Sudbury to create the ultimate Four Seasons pizza. To get tastebuds tingling, three teaser posts were shared on social media to reach car enthusiasts and a local audience to Dough & Co, encouraging them to come down and try the Four Seasons Pizza for themselves.

The idea:

But to really get tongues wagging, we wanted to bring in the big guns, and by big guns we mean influencers. We wanted well known people who could bring our pizzas in front of our target audience. For this we went for a three-pronged approach: 

1.     A locally relevant influencer (ELLAS EAT OUTS)   

2.     A big foodie influencer (FOODREVIEWCLUB)  

3.     A brand relevant influencer (ITSJOEL)   

This worked because while the campaign idea worked in perfect harmony, we knew that Goodyear’s audience may not necessarily be foodies (and vice versa). We needed influencers from all different angles to reach as many people as possible.  

The influencer effect:

And the results were mouth wateringly good:  

IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN DIGITAL PR, GET IN TOUCH