INFLUENCER MARKETING CAMPAIGN

CONTENT DRIVES INFLUENCE

As Digital Communications Manager (North America) for Hercules Tires, I led the brand’s first influencer marketing campaign strategy spanning the United States and Canada.

The campaign engaged target audiences, elevated brand visibility and drove product awareness through creative partnerships, regional content and a suite of assets used across social, dealer and brand-owned channels.

The goal was to drive brand and product portfolio awareness by activating niche creators with high engagement and strong reach among target audiences.

KEY OBJECTIVES

  • Drive Traffic

    Increase targeted clicks to web and referral traffic from social media to high-converting landing pages.

  • Online Reach

    Leverage partnerships to extend audience reach — amplifying seasonal rebates, product launches and brand news across channels.

  • Dealer Enablement

    Support brand’s consumer-facing growth by equipping dealers with valuable, on-brand social content designed to convert awareness to in-store action.

  • Build Credibility

    Position Hercules Tires as a trusted, recognizable brand among tire buying consumers and prospective dealers.

OPPORTUNTIES

  • Transform product education into compelling brand storytelling by using lifestyle-driven content and social proof to deepen authentic emotional connection with audience.

  • Drive foot traffic during key promotional windows by empowering dealers in the U.S. and Canada with localized, geo-targeted content that converts both current and prospective customers in priority sales regions.

  • Leverage influencer partnerships to drive awareness with new audiences and accelerate brand’s shift from dealer-first to a consumer-facing social presence.

CHALLENGES

  • Limited B2C Awareness

    As a Tier 3 replacement tire brand, Hercules Tires has less consumer recognition than top-selling Tier 1 brands.

  • Proof of Concept

    Influencer marketing typically reserved for Tier 1 and Tier 2 tire brands, making it a novel strategy for a Tier 3 brand with varying availability by size and market.

  • Indirect Path to Purchase

    All tires sold in-store, limiting visibility into full-funnel conversion and sales impact of digital campaigns

EXECUTION & RESULTS

  • brand storytelling lifestyle content

    Lifestyle Storytelling

    Partnered with nine creators across niche content verticals including travel, automotive, outdoor recreation and related enthusiast groups to demonstrate product performance with authentic, lifestyle-driven content.

  • hercules tires tire dealer social media

    Repurposed for B2B

    Extended value of creator content by converting assets into ready-to-share creative for cross-channel dealer use, toolkits to support product launches and localized offers by retailers.

  • Aligned with Demand

    Paired creators with tire types that suited target geographic region, vehicle, driving habits and lifestyle, with content strategy timed to align with seasonal rebates and purchase intent.

  • google analytics data

    Driven by Data

    Scaled top-performing organic posts and UTM-tracked distribution to increase qualified referral traffic to landing pages for conversion, support retargeting strategy and deepen consumer engagement.

  • audience targeting influencer marketing strategy

    Audience Segmentation

    Launched paid media across Meta and TikTok to support key objectives, with audience targeting tailored to tire type and audience intent to align lifestyle content with broader affinity groups.

  • Channel Distribution

    Extended value of influencer marketing campaign content, repurposing across brand channels on YouTube, X and LinkedIn, as well as HerculesTires.com, to maximize reach.

CAMPAIGN RESULTS

  • 114.5K+ CLICKS

    to key landing pages on HerculesTires.com

  • 23M+ IMPRESSIONS

    across TikTok, Instagram and Facebook

  • 2.8M+ ENGAGEMENTS

    including likes, shares, mentions, comments and saves

  • 558.4K+ TOTAL VIEWS

    across 43 unique assets from nine creators

  • 12 KEY MARKETS

    target regions reached across U.S. and Canada

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  • "Hercules Tires is my trusted tire [brand] to navigate severe weather & ENJOY it, too."

    @JulianCarr
    X-Games Gold Medalist

  • “The Terra Trac AT-X Venture tires are the most reliable for my winter adventures”

    @Kristina.Madison
    Military Vehicle Mechanic

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