Case Study: Michelin builds a national safety awareness moment with THR33FOLD

Michelin drives 60% more online retail traffic with THR33FOLD

Michelin, a globally renowned brand for premium tires and guides, faced the challenge of introducing its first-ever windshield wiper blade to the U.S. market and building consumer affinity in a new product category. They partnered with the vendor THR33FOLD to address this objective.

THR33FOLD's solution was to create and launch a new recurring national holiday, #NationalCheckYourWipersDay. This comprehensive campaign combined a sweepstakes, influencer activations, retail integration, and a public relations push. The results were significant, generating over 300 billion media impressions, 338 media stories, and a 60% increase in online retail traffic. This initiative successfully established a cultural moment for Michelin, introduced the new product, and captured valuable customer data.

Michelin