© 2019 Phillip McCarthy

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BFGoodrich

 

Easter Jeep Safari

Challenge: Expand the BFGoodrich brand's appeal beyond just people who think a lot about tires.

Solution: Expand laterally into the overlander community by sending Instagram influencer @395North to the Easter Jeep Safari. There, he'd document just how much his Jeep was capable of on its All-Terrain T/A tires, while doing so with the premium aesthetic his audience expected.

 

Result: It wasn’t easy to direct an influencer campaign in Utah from Lower Manhattan, but that’s what me and my team did. Happily, it worked out. @395North’s Wrangler happened to already have BFG tires on it, so it wasn’t a stretch for him to highlight the product’s benefits. That’s key for overlanders, modern day explorers for whom the journey is more important than the destination but who still need a properly-equipped truck. So not only were we able to reinforce our position in that demo, we managed to gain some traction with lifestyle-driven consumers through @395North’s premium aesthetic.