Success Story

Bridgestone

Becoming the first tire brand to synergize Promoted Answers & Business Profiles

3x

higher CTRs

Promoted Answers

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Quora Internal Data

1.5x

higher CTRs

Image Ads



Quora Internal Data

About Bridgestone

The Bridgestone Group is the world’s largest manufacturer of tire and other rubber products such as industrial materials and sporting goods.

Their Goal

Drive consideration through thought leadership

As a pioneer in the tyre industry, Bridgestone has been dedicated to helping customers through their journeys with passion and innovation delivering reliability, safety and performance. Bridgestone’s team found a high-intent audience on Quora that was actively reading about tires. This offered a perfect opportunity to educate consumers, build thought leadership, and raise consideration for Bridgestone’s products. To help implement their Quora Ads strategy, Bridgestone partnered with WATConsult, a globally awarded hybrid digital agency.



Tyres are a low involvement category and there are many consumer questions that have not been answered anytime in the past. Quora offered a platform for us to provide informative answers to these questions and drive engagement with our consumers through meaningful conversations.

Ankur Malhotra

Chief General Manager, Marketing

Bridgestone India Private Ltd. (BSID)

Their Solution

Segment & target audiences in cohorts

Bridgestone’s strategy heavily prioritized their target audiences. They developed several cohorts based on different car models, tire ranges, and services. Once they were identified, cohorts were targeted contextually for maximum impact and relevance.

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Their Creative

Emphasize engagement

The Bridgestone team knew there were existing conversations about their industry on Quora. To optimize their presence on the platform, they wrote answers to the most viewed tire questions through their Business Profile. Their content was deployed through Promoted Answers, and they also delivered image ads based on Quora’s best practices. Bridgestone went a step further by matching their image ads to specific audience cohorts.

Their Advice

Tap into conversations already happening

The Bridgestone team joined conversations that were already happening about their product, industry, and brand. In return, they strengthen brand awareness and provided answers to frequency asked questions that drove key purchasing decisions.

Their Results

Above average consumer engagement

Bridgestone’s Promoted Answers achieved CTRs 3x higher than average in addition to 8M+ content views and 17k+ upvotes. Their image ads' CTRs were also 1.5x higher than platform benchmarks.

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Quora is one of the leading platforms for brands to market themselves. We wanted to leverage it for the dual objectives of driving consideration and establishing thought leadership. The results obtained were higher than the standard benchmark, making us believe that we will definitely consider this platform as one of the key platforms to drive consideration and user engagement.