AUTHENTICITY DRIVES RESULTS
Engaging a new, horizontal audience can be challenging. We relied on real-life tradesmen and partnerships with relevant associations to deliver an authentic message of support that resonated with our target. With a strategic push and a wide range of assets across multiple media channels, tradesmen began to take notice. They saw that only BFGoodrich will help them kick downtime off the jobsite with the toughest off-road tires that are a worthy complement to their calloused hands.