Belle Tire | Changing the Tire Business
We’re changing tires.
Selling tires is all about volume. But advertising them shouldn’t be. We worked with Belle Tire to develop a new way forward, a sophisticated campaign called We’re Changing Tires. Spanning broadcast, OOH, and a robust CRM program, it captured audience interest to the tune of 7.7% growth in online revenue and an incredible 15.8% boost in average order value. Just goes to show: change can really add up.
Tire Man is here to pump you up.
Of all the brand assets Belle Tire had, none were as recognized—or beloved—as Tire Man. (Unlike the Town Fair Tire mascot, Tread, who gave me nightmares as a child.) So why not give life to this trusted icon as the embodiment of Belle Tire?
Belle Tire bursts onto the scene.
Belle Tire was already a billion-dollar business, but who wants to settle? The next phase of their growth was predicated on the Chicago market, which became the main focus of our OOH work. Tire Man popped up throughout the area with a friendly wave and a pithy line. Not only did our OOH get Belle Tire an extra four points of market share in and around Chicago, it got Tire Man some traction on Reddit, too.
CRM keeps sales from burning out.
Just because we turned the volume down on typical tire store retail messaging, it didn’t mean we’d lost sight of sales volume as the ultimate measure of success. That’s why we developed the most sophisticated, hardest-working CRM program Belle Tire had ever seen. Reaching an audience of 2.3 million people across 180+ locations, Belle’s distro list was a powerful tool waiting to be used—as long as we were smart about it.
That’s why we created a CRM messaging system tailored to the consumer’s real world. Using an advanced segmentation model built on customer sales data and proprietary tools—plus variables running form tire and vehicle age to customer service expectations and even to weather—our CRM program helped deliver the best quarterly sales results in Belle Tire’s 100 year history while slashing unsubscribe rates by 31% YoY. After that, Belle Tire was on a roll.
Does Tire Man sound familiar?
Every year, Belle Tire grandees gather in Detroit for what’s known as Tire Prom. Accomplishments are celebrated, standout employees are recognized, and the entire C-suite reenacts the “Uptown Girl” video. (At least that’s how I imagine it.) Finally, it’s time for the highlight of the evening: the Belle Tire hype reel. And for 2025, yours truly was its voice. Which begs the question, if I’m the voice of the hype reel, does that—by the transitive property—make me the voice of Tire Man?