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Case Study

Goodyear

Direct Mail - Goodyear
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CLIENT

Goodyear

SERVICES

Direct MailPrint AdvertisingContent Marketing

Goodyear revolutionized the commercial trucking industry with its DuraSeal Technology, the first-ever commercial tire that instantly seals tread punctures. This innovation helped fleet owners and operators reduce downtime, extend tire life and lower overall costs. The frank Agency orchestrated a multi-channel product launch campaign to introduce DuraSeal Technology, generating significant traction and driving purchases through a compelling rebate offer. The campaign saw impressive dealer participation and substantial sales growth within just two months.

Increase in Dealer Engagement: 63% of Goodyear dealers participated in the DuraSeal campaign, demonstrating strong dealer engagement and support.

Increase in Tire Sales: The launch campaign generated nearly $400,000 in new DuraSeal tire sales within the first two months.

The national direct mail campaign featured over 200 dealerized versions, effectively driving fleet customers to Goodyear Commercial Tire & Service Centers.

National Direct Mail Campaign with 200+ Dealerized Versions

Direct Mail Campaign - Goodyear
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Objective:

Goodyear aimed to introduce and drive the adoption of its new DuraSeal Technology, a groundbreaking tire innovation that automatically seals tread punctures, reducing downtime and lowering costs for commercial trucking fleets. The goal was to build awareness, encourage trial, and boost sales of the DuraSeal tires among fleet owners and operators.
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Approach:

The frank Agency developed a multi-channel launch promotion centered around a compelling rebate offer to incentivize purchases. This included a national direct mail campaign with over 200 dealer-specific versions that targeted fleet customers, driving them to local Goodyear Commercial Tire & Service Centers. We also deployed print advertising to reach key sectors such as utilities, refuse, logging, and construction to promote offerings. Additionally, a campaign landing page was created for content marketing, where fleet prospects could access a special white paper in exchange for their lead information, thereby educating them on the benefits of DuraSeal Technology.
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impact:

The campaign was highly effective, with 63% of Goodyear’s dealers participating. The promotion generated nearly $400,000 in new DuraSeal tire sales in just the first two months. The targeted approach raised awareness and drove substantial sales, establishing DuraSeal Technology as a valuable innovation in the commercial trucking industry.

RESULTS

+56.8%
Metric

+56.8%
Metric

+56.8%
Metric

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