Success Story
Bridgestone
Becoming the first tire brand to synergize Promoted Answers & Business Profiles
3x
higher CTRs
Promoted Answers
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.
Solutions
Industry
Location
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.
Click on the image to enlarge
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.
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.
Shanu Jain
Head Of Media
WATConsult
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