Case Study: Michelin Group boosts global brand awareness and drives 1M+ video views with Traackr

How Michelin used Traackr to successfully launch a brand awareness campaign with influencers despite COVID-19 roadblocks

Michelin, a 120‑year‑old global tire leader present in 170+ countries, had partnered with Gran Turismo Sport to raise brand awareness in the growing eSports space. When COVID‑19 lockdowns shut down live races and travel, Michelin faced the challenge of maintaining momentum and engaging influencers without appearing tone‑deaf or promotional.

They pivoted to a virtual influencer championship on Gran Turismo Sport (PS4), recruiting 21 influencers and pro drivers across key markets and using Traackr to select and monitor participants. Over four weeks the activation produced 400+ pieces of content, 1M+ video views, 300k+ engagements and a potential reach of ~50M, delivered a 55% increase in engagements per influencer versus a prior event, deepened influencer relationships at low cost, and set the stage for future tournaments.

Michelin Group

Fabio Merone

Influencer Manager