Case Study

Outbrain Outperforms Social in Driving Quality Traffic for Michelin

-16%CPV (1 visit of more than 30s) vs. target

Best Performervs. Social

Introduction

The world’s leading tire manufacturer for more than 100 years, the Michelin Group, which also engages in a wide range of other activities, focuses on innovation to better service mobility for people and goods.

The Challenge

On the recommendation of its media agency, Havas Market, Michelin partnered with Outbrain to promote its winter product line, via a campaign with the dual objective of generating website visits over 30 seconds while achieving a maximum cost-per-visitor of €1.50.

Overall, the campaign’s goal was to generate qualified traffic to direct those consumers to information on the most relevant range of tires for them and their nearest retailer.

The Solution

Outbrain’s ability to drive relevant content, coupled with its proprietary targeting technology based on consumers’ true interests, allowed Michelin to reach a new, highly qualified and engaged audience. Thanks to the activation of Outbrain’s Conversion Bid Strategy (CBS) that automates bids according to specific conversion goals, the campaign’s objectives were quickly achieved, and even exceeded.

Outbrain allowed us to reach a quality audience, at a time when their attention is at its peak. Thanks to its unique data and innovative new features, Outbrain has become one of the main partners in our digital media mix. We are now looking to extend our collaboration to all our highlights throughout the year.”

Benoît de Susbielle, Global Media Director, Michelin Group