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.
The campaign deployed an ecosystem of digital channels with specific roles – ranging from a 3-minute long-form video for the website to shorter, episodic story vignettes reserved for display ads and social-first channels. Each digital channel explicitly focused on 'turning down the hard sell and helping spread off-road skills to future generations.' For example, an education-first focus led to the creation of the 'social flip book' that detailed an inspiring outdoor adventure working as an educational touchpoint for the campaign. 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.'