With so many mechanical repair shops and car dealerships starting to sell tyres, and so many tyre shops now getting into mechanical service, the overall automotive service category has become much more competitive over the past few years. When Mystic came on board with Kumho Tires, our first initiative was to build the brand’s awareness by following the KPI of more retailers, more consumers! At that time Kumho wanted to create a bigger impact in the digital world as their in-store marketing was top-notch. Kumho was also struggling with the presence of fake and smuggled tyres in the market.
Our team strategized in a manner, so that the awareness could be created on both industrial and consumer level. WhatsApp Ad and social media designs were created to target the transport hubs and city side. Ads were run targeting the area; where more brand awareness was required. We believed that along with brand awareness – customer retention is important as well – so we planned on merchandise giveaways on social media and it worked out perfectly fine. We strategized it in the following manner:
- Market research
- Creating brand awareness
- Focus on branding
- Ad campaigns
- Started off with 0 followers – now we are at 10,000 followers.
- Only 30% paid reach while 70% was organic pull.
- Brand development – market knows the difference between smuggles tire and original Kumho.
- Collaboration with automobile industry.