Tire Discounters
Social Strategy + Paid Media + Content Creation + Community Management
The Home of Free Alignment
Tire Discounters is the largest 100% family-owned tire and automotive dealer in the U.S. Established in 1976 with a single, one-bay store, there are now more than 150 stores providing tires, wheels, and auto services. The store footprint ranges from Ohio, Kentucky, Indiana, Tennessee, Georgia, Virginia, and Alabama.
They have a solid and loyal base of customers, but in order to grow, they needed new people in the funnel. Here’s how we leveraged social media to build the TD brand.
Paid Ad Strategy
After analyzing the previous performance of TD’s paid social media campaigns, we set a goal to not only drive brand awareness but also increase traffic and goal completions.
To achieve this goal, we implemented a series of strategic shifts:
Optimized budget allocation across the funnel to have a strong balance between Twitter and Facebook
Improved audience definition and targeting strategies
Reallocated budget across media channels
Set monthly traffic and goal completion targets
Doubled down on winning creative in order to scale results
Strong content is key to any paid social strategy. So we led creative concepting and execution on paid ads that deliver on key Tire Discounters messaging—in a way that resonates with the audience while always staying true to the brand’s uniquely humorous voice.
Here are a few of our successful video ads:
Convenience Package — This video ad is designed to quickly emphasize the value of the deal, leading to higher engagement.
Great Tire Deals — This video’s broad messaging ties into common budgeting needs, delivering strong click-through rates.
Unreal Deals — This quick, entertaining content quickly delivers the message—and delivers a high conversion rate.
In our first year working together, Tire Discounters enjoyed a major increase in performance that helped move their business forward:
180% increase in Sessions from social (YoY)
750% increase in Goal completions from social (YoY)
“Dooley proactively brought us a way we could shift our strategy to get even more out of our social.”
“We had been pretty set in our approach to social and it had been working. Dooley wasn’t satisfied and proactively brought us a way we could shift our strategy to get even more out of our social. We have implemented it and not only are we still exceeding the existing KPIs, we have added new ones that are bringing new eyeballs and effectiveness to our creative.
It doesn’t stop there. They are really good people to work with and we have fun while tackling today’s challenges.
It is kinda like we are getting to have our cake and eat it too, and who doesn’t like cake?”
—Jamey Lamb, Director of Communication Strategies, Tire Discounters
Organic Strategy Development
When we began our engagement, Tire Discounters was mostly using social as an advertising play and any organic presence was a duplicate of their ads. So we needed to find a way to maximize their efforts for organic success.
We defined key elements of the strategy, including Who, What, Where, and How:
Audiences
Messaging strategy
Platform priorities
Format priorities
Content plan
Key decisions included where to win, where to play, and how to utilize each platform and content type to successfully meet the team’s goals.
Key tactics:
Increased cadence of posting from 2 per month to 10 per month
Utilized trends including sounds and TikTok trends for entertaining content inspiration
Leveraged available assets like employees, stores, signs and more to film batches of content
Key results:
100X increase in average reach per month (Averaging 100K reach per month vs. 1k per month)
Key insight: We learned that the strongest performing posts were relevant, funny, timely, and less graphic in nature. Most importantly, we realized that they have nothing to do with tire deals. Because of this, we’re now leveraging reels to our full advantage.
Store Opening Strategy
TD is continuing to expand into new markets, and each store has unique needs.
For example, a new store in Atlanta would be the first introduction of Tire Discounters in a brand-new market. Since almost no one in ATL knew who they were, there was a huge need to drive awareness surrounding their store opening.
We put together an integrated paid/organic plan with recommended ad spend levels that spanned the course of 6 months.
Month 1 = Thunderclap of heavy paid media + leveraging employees and influencers to amplify store opening PR.
Months 2-6 = Drumbeat of activity to keep the momentum alive! We kept Tire Discounters top of mind and built brand affinity.
Community Management
Given the customer service focus of TD, community management was a key strategy for branded social media. We needed to be on top of any feedback–positive or negative–as well as utilizing audience engagement during key activations such as Black Friday or Valentine’s Day promotions.
