Case Study: Michelin Group achieves influencer marketing at scale in Northern Europe with Traackr

Michelin Goes Full Speed Ahead with Influencer Marketing in Northern Europe

Michelin, the world-leading tire manufacturer, faced the challenge of explaining technically complex products and distinct tire ranges to highly segmented, seasonal Northern European markets where 70% of buyers begin with online research and 40–50% stick to their first impressions. With long purchase cycles and diverse consumer needs (from racers to city drivers), Michelin needed a way to build credible awareness of product USPs and keep the brand present in customers’ daily lives.

Using Traackr to map and identify the right mix of “vertical” (automotive/tech) and “horizontal” (lifestyle) influencers, Michelin co-created campaigns and product launches—most notably the Michelin Track Connect pilot with niche racing influencers like Daniel Abt and Cindy Allemann—while prioritizing micro-influencers and long-term relationships. Supported by a structured marketing matrix, this approach boosted authentic engagement, sharpened targeting across segments and countries, and strengthened awareness of Michelin’s technical advantages year‑round.

Michelin Group

Kevin Maleterre

B2C Marketing Vice President