Becoming the first tire brand to synergize Promoted Answers & Business Profiles
Quora Internal Data
Quora Internal Data
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.
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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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.
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.
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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