Approximately one-tenth of the company’s marketing budget for the UK, Nordics, and Germany is dedicated to influencer activities.
This piece states Michelin, which would historically rely on traditional media to boost sales, has decided to invest more in influencer marketing. The company is inviting influencers to special events, giving them access to prototypes along with its business’s inner insights.
Michelin’s vice-president of consumer marketing, Kevin Maleterre said the opinion of influencers holds importance as consumers prefer peer-to-peer conversation. He also added that it is important to have authentic and “sustainable” relationships with influencers and not just a “one-shot campaign”.
Michelin’s VP further highlighted that the engagement rate in Germany has increased from 2-3% to over 10% after implementing influencer marketing strategies. He also said the company has shifted its marketing approach from focusing on “pure reach” to prioritising “engagement” metrics like views and comments.
[4 minute read]