Dunlop: Increasing customer loyalty through social media

Mongoose was tasked with creating a campaign to drive sales of Dunlop’s new RoadSmart III tyre within the summer touring community and build customer loyalty.

We launched a social competition called #DunlopRoadTrip. People entered by sharing a photo or video of their summer motorbike road trip to be in with a chance of winning a set of RoadSmart IIIs.  The competition was hosted and judged by Moto legend, John McGuinness. We developed a series of exclusive interview clips talking about his own road trip experiences to encourage people to take part. This was supported with infographics and a series of social ad campaigns throughout the summer. The story and exclusive video content was also seeded out to target motorbike media across Europe to further support this outreach.

The competition reached a total of 4.4 million people across Dunlop’s social channels, driving nearly 150,000 engagements and adding 8,500 followers to their social community with more than 100 riders taking part. The press office generated 37 pieces of coverage across Europe with a reach of over 2 million people.

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