An affordable, high-quality alternative to the pricey “big-box” brands, Atturo is an aftermarket off-road and performance tire manufacturer focused on light truck, Jeep, SUV, crossover, and muscle car enthusiasts. To compete as David in a crowded tire industry dominated by Goliaths, Atturo needed to create stronger emotional bonds with its customers and prospects.
Atturo’s customers spend a lot of money on automotive aftermarket products and are very proud of their vehicle builds. Comprised primarily of male adventurers, hunters, fishers, campers, and outdoors fanatics, the customer base loves to have their trucks, Jeeps and cars be seen. They also love to see other vehicle builds and the adventures their owners are taking them on.
VANITY + CURIOSITY
Vehicle owners love to be seen
As Atturo’s full-service agency partner, Plan B developed a social strategy to increase brand awareness, affinity, and loyalty by growing Atturo’s “Share of Emotion” through the curation and creation of impactful organic and paid social media content. By leveraging the strategic pillars of Utility (informational content about the brand itself), Entertainment, Value, and Reciprocity (connecting with followers’ interests), Plan B shared user-generated content (UGC) to foster community and celebrate customers, developed educational posts about the features and benefits of Atturo tires, and infused the brand’s new “Go Your Own Way” positioning into messaging.
- On Instagram, grew net followers 212%, published posts 229%, and link clicks 482% in first 3 years.
- On Facebook, grew impressions 79%, published posts 418%, and link clicks 1,177% in first 3 years.
- Launched regular product giveaway campaigns, and organically added 1,295 new Instagram followers during one 2-week campaign.
- Implemented weekly and monthly strategy for Instagram boosts and sponsored posts to consistently grow impressions (+570%) and engagements (+200%).
- Established Latin America Instagram accounts and organic and paid content strategy to grow brand awareness for Spanish- and Portuguese-speaking audiences.
- Developed a passionate online social community where light truck, Jeep, and muscle car enthusiasts can engage with exciting, fun content – and each other.