Bridgestone: Developing a social strategy and leading innovation

As part of the DAOR team for Bridgestone Retail Operations, we were responsible for defining their digital strategy, executing digital programs and providing thought leadership to the Bridgestone Retail team. A key part of my role was to make sure I was driving a unified vision and strategy across creative and paid media efforts. Starting out as a social team of 1, I spearheaded the program by developing the social strategy foundation, introducing innovative social tactics and growing the team.

The social strategy and program focused on mid and lower funnel content creation and distribution across Bridgestone Retail’s owned social channels. Social tactics ranged across the funnel such as video production, paid media management, influencer partnerships, editorial content development and gamification campaigns. To help drive content performance and business results, the team developed an in-depth social listening program to discover and analyze consumer insights and trends. These trends and learnings were then built into creative production and media planning to better connect with current and potential consumers in the busy social space.

Below are a few key milestones and accomplishments I had while working on Bridgestone Retail’s social program:

Social strategy development and re-launching their social program efforts.

Launching Bridgestone Retail’s social presence from scratch on Instagram and Pinterest.

Collaborating across team and developing social activations for key brand partnerships such as Indy 500 and Olympics.

Developing Bridgestone Retail’s social listening program to gain key consumer insights for planning and content development.

Driving innovation to make sure Bridgestone is best in class on social by being one of the first auto care brands to test leverage paid media tactics and creative post formats.

Social gamification app and campaign development to drive in-store foot traffic.

Launching Bridgestone Retail’s first influencer campaign and partnerships to drive overall brand awareness.

Launching Bridgestone Retail’s first Community Management pilot program focusing on proactive outreach to increase brand impressions.