Kumho Tyres: Cash for Causes

Kumho Tyres is a Korean quality tyre manufacturer which, true to its homeland business ethos, places local communities at the very heart of its business.

Kumho tasked Smoking Gun PR with creating a campaign to promote its nationwide network of independent tyre retailers (EPCs) by driving footfall and brand loyalty, and support the community and local causes close to its retailers.

Objectives

Raise national awareness of Kumho Tyres brand amongst 17- 45 year olds with an emphasis on females
Secure regional media coverage that mentions both ‘Kumho Cash for Causes’ campaign AND the local EPC retailer
Underpin Kumho’s positioning as a business that ‘makes a difference’ Drive traffic to the Cash for Causes Website
Encourage voting for the causes
Build engaged social media communities with a female bias
Drive repeat business to EPCs via discount voucher (mid-long term objective due to long lead of product purchase cycle)

Strategy & Plan

Smoking Gun created a hard-working CSR campaign to place Kumho at the heart of communities across the UK. The campaign focused around a £100,000 cash donation to be shared amongst community causes nationwide.

The mechanism saw each Kumho EPC retailer nominate two local causes to take part in a public vote with an overall national winner receiving £2,000, a runners up prize of £1,000 and the remaining money shared amongst 400 good causes.

The CSR campaign was launched to media with research into attitudes towards charity, local causes and community one year on from the launch of the Government’s Big Society.

Ex tennis pro Annabel Croft was recruited as an independent spokesperson with a dedicated radio day held straight after Wimbledon receiving national and widespread local pick up.

A dedicated social media strategy supported all media relations and a tweet by Amanda Holden in support of Bude Sea Pool (one of the causes in the public vote), created the perfect news jacking opportunity for additional print and online exposure.

Measurement & Evaluation

Campaign success was measured on the following factors:
Coverage and total opportunities to see
Facebook and Twitter fan/followers increase
Social media engagement
Visitors to the microsite
Votes for good causes

Results

1.1 million impressions across social channels
158 media stories: national and regional, 98% of coverage mentioned “kumho Cash for Causes”
94% of regional coverage had this messaging AND the name of the local EPC
10m+ OTS in print and online media
Every EPC retailer received local media coverage as well as the national coverage

Results

over 20,000 unique visitors to the campaign site
10m+ OTS in print and online media
1.1 million impressions across social media channels

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