BFGoodrich: Preserving the Trail for the Next Generation

BFGoodrich, a tire brand known for superior off-road performance, was experiencing declining brand relevance. They needed to reverse this slump with a brand awareness campaign. Off-road tire advertising traditionally focuses on performance, performance, and performance. We took a different approach: solve a problem plaguing the off-road community. The growing popularity of off-roading resulted in an influx of inexperienced explorers who were tearing up the trail and surrounding environments, leading to the closure of iconic off-roading trails. We saw an opportunity to both help our audience and build awareness for the brand. We launched 'Your Next: Preserving the Trail for the Next Generation,' a values-led, community-driven campaign to help solve this problem. We encouraged off-roaders to build their legacy by preserving access to off-road trails and, ultimately, preserving the sport through the implementation of environmentally responsible off-roading & over-landing techniques. The core idea was inspiring off-road explorers to take environmentally responsible actions today that would preserve the outdoor pursuits they love for future generations—thereby leaving a legacy—like a map that is left behind so that others can go further. The campaign narrative was built on shared values and motivations between BFGoodrich and their off-road audience: a desire to establish a legacy, engage in meaningful experiences, and seek connections with their off-roading community. We challenged the notion that off-roading is detrimental to the environment while educating and introducing BFGoodrich to the influx of newbies to the sport. The integrated campaign deployed an atypical combination of digital and social-first channels, long-form video, and traditional print. This was purposefully chosen to complement the focus on 'turning down the hard sell and helping spread off-road skills to future generations,' which required storytelling vignettes that inspired and drove consideration while increasing knowledge about preserving off-road expeditions for the community. Like a rising tide that lifts all boats, the campaign lifted all four key brand metrics identified as critical program success metrics: a 7-point lift in brand favorability and purchase intent, an 8-point lift in brand attribution to community building, and a 6-point increase in the statement 'it's a brand that fits my lifestyle.'