Firestone Industrial Products

The Client

Firestone Industrial Products for Ride-Rite™ air helper springs.

The Challenge

Ride-Rite™ air helper springs are the leading consumer brand in the category. When CBD came on board, the company needed A-Z help with Facebook and Twitter, which they had started but only to claim platforms for the brand. Immediately, we developed content calendars, sourced third-party content, created polls and started soliciting photos from fans. We made sure we linked to all of our great media placements and news articles. The challenge? Amp it up even more to deliver ROI. Engage customers, develop a prospect database, build brand awareness and identify enthusiastic brand ambassadors.

The Fix

Ride-Rite’s Facebook page became the canvas for a 30-day social media contest that was aimed directly at the brand’s most important truck-owning prospects:

  • The “Power My Ride” contest aligned with the brand’s “regular guy” persona
  • Five of the company’s newest air spring kits, each valued at several hundred dollars, were offered as grand prizes
  • In addition, 50 pairs of Firestone-branded work gloves were awarded throughout the contest period to keep people engaged, sharing and on the platform
  • Facebook ads were targeted geographically and demographically to leverage the brand’s distribution patterns and the desired respondent
  • CBD secured partner companies to promote the contest, including media partners, key accounts and other Firestone divisions and entities
Firestone Industrial Products Social Media Contest

The Results

The contest was a smashing success as an awareness builder and a lead generator. The cost per lead (qualified name with contact information) was a fraction of the lead cost using traditional channels. Plus:

  • In 30 days, 1,000 + new fans entered the “Power My Ride” contest
  • Facebook page Likes increased 300 percent
  • There was a 20 percent completion rate on the contest app—very high for a new Facebook community with a product with targeted distribution
  • Click-through rates were 5 X the industry average
  • High organic referral rate with people sharing the contest on their networks
  • No one dropped out of the page during the contest
  • The respondents provided name, email, make and model of their vehicle and “what and how they hauled” as a lead qualifier.
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CBD PR & Social Media services:

  • Social media strategy
  • Social media marketing/contest execution
  • Social media advertising
  • Social media content development
  • Social media community management
  • Consumer media relations
  • Press kits
  • Trade show support
  • Tracking and ROI reporting