Context and objectives
On the “Road” and “Off-road” markets, the MICHELIN brand didn’t enjoy such a brand awareness anymore and was experiencing revenue slow down. Continental and Schwalbe brands were offering better products that every rider wanted to buy, especially via the online channel.
Having both a sales and marketing role, my objective was to rebuild consumer demand and reconnect with online sales growth.
Main activities
I’ve deployed a 2-sides strategy:
- Demand creation: via social media, content strategy and French rider sponsorships, we grew our online share of voice face to competition, building new demand for our products
- Online offering optimization: thanks to partners with key eCommerce websites, the optimisation of our product offering and the set up of commercial activities on those websites, we built better product visibility
Results
eCommerce sales were improved as well as share of sales with key eCommerce distributors.