On-line promotion trial for Pylon wiper blades

Michelin Lifestyle, in co-operation with wiper blade manufacturer Pylon, have launched their first on-line digital promotional campaign together.

The objective is to increase awareness and sales conversion of the Stealth wiper blades in the USA using Michelin USA Facebook, MLL website and participating retailers.

The offer is a $5 rebate on a pair of MICHELIN Stealth Wiper Blades.

This supports our digital approach and will be a test bed for future promotions of this type. Being able to measure page visits, open rates, downloads and redemptions is just the start of this campaign’s success factors. We are also trialling a social media listening tool which monitors the consumers purchase journey and tells us what they really think about their experience.

The results so far have been encouraging with 480 new followers to Michelin USA facebook page, 10,000+ likes, comments and shares and a 25% convertion rate.