Case Study: Michelin Group achieves scaled, streamlined influencer marketing and higher reach and engagement with Traackr

Michelin utilized Traackr to transform its early influencer marketing efforts into a streamlined, high-performing machine

Michelin, a 120‑year‑old global tire leader, faced a shifting purchase journey where 70% of customers researched online. Early influencer initiatives (from 2017) were ad hoc and country‑by‑country, leaving the brand without a programmatic way to find, vet and coordinate influencers to drive awareness for its sustainability, performance and mobility messages.

Using Traackr as a centralized influencer platform, Michelin standardized discovery, evaluation, communication and measurement across markets (launching in Germany in 2018 and scaling to seven countries). The program produced measurable gains: a 9% increase in activated influencers, 18% growth in potential reach, 31% more influencer mentions, 43% higher post engagement and an 84% higher engagement rate on influencer content; a pilot product launch also generated 167 posts and 237,169 engagements.

Michelin Group

Kevin Maleterre

B2C Marketing Vice President