Situation: While BFGoodrich was well entrenched in the off-road tire market, low-cost tire brands had begun making significant inroads in the category. It led to stagnating brand equity scores for BFGoodrich, which included flat scores in brand consideration, intent to buy, and cultural relevance among the off-roading community.

Brief: To launch a campaign with a focus on reclaiming consideration, relevancy and connection with the off-roading community.

Objectives: Increase brand equity metrics for 3 key KPIs: Brand relevance, consideration and cultural relevance with audience.

Clearly explain the creative idea?

The ‘Your Next’ campaign, a values-led, community driven initiative gave builders the skills needed to cement their off-roading legacy for future generations of explorers. The idea was rooted in inspiring the builders to take actions today to preserve the pursuits that they loved while also leaving a legacy – like a map that is left behind so that others can go further.

How did the creative insight directly influence the amplification of the brand message?

It challenged the belief that off-roaders are detrimental to the environment by showcasing how BFGoodrich's community goes to great lengths to care for the earth while they explore.

Audience insights: We personified BFG’s off-road community as ‘builders’ – who are driven to create the life they wish to live. They are people who know that the meaning in their life can’t be bought, they have got to build it for themselves. Just like BFG’s legacy of many firsts to the market, builders reached for the intangible and made it happen. They never let the limitations of what’s in front stop them from reaching for something bigger.

Community building and management approach: BFGoodrich sees itself as ‘engineers of enablement’ - enabling women and men to turn challenges into opportunities to go further. And in the spirit of enablement and providing access, it focuses on helping the off-road community head out to their own adventures and see the world.

The work lifted all key brand metrics that had stagnated for the brand – achieving a 51% increase in brand consideration and a 21% increase in brand attribution to community-building.

The campaign video was also viewed 2.7M times on YouTube, elevating BFGoodrich’s association with the off-road community’s lifestyle, interests and values.

And while it wasn’t the primary objective of the campaign, it also increased purchase intent by 52%.

By inspiring off-road explorers to take environmentally responsible actions today that would preserve the outdoors for future generations, we did more than improve brand awareness and perception. We reestablished BFGoodrich’s reputation as the category leader.