New branding campaign is the biggest campaign in the year from Michelin Global running full funnel from awareness to conversion.
Hence, Brancher.X needed to understand the Vietnamese target consumer. They see cars motorbike as a valued property for Vietnamese. Hence, Michelin’s tonality is localized to speak to consumers as a brand with expertise in supplying tires for both cars and motorcycles.
In upper funnel, Michelin achieved the outstanding view rate at 54%, which is significantly higher than the benchmark of the market. Besides, it contributed good volume of web traffic.
Thank to the halo effect from upper funnel, CR was outstanding at 82%, which is significant higher than benchmark of the market. Besides, Vietnam team also delivered the outstanding number of lead with 56% higher than Thailand and 34% higher than Myanmar.