National Tyres and Autocare are pleased to announce that they have won an award for their work promoting tyre safety messages to the general public. The trophy has been awarded by the charity TyreSafe in their annual ceremony honouring achievements from the tyre industry and beyond in educating the public about tyre safety.
The award, for the Online & Social Media/ National Campaigncategory, recognises National’s consistent efforts to promote tyre safety messages throughout 2019 and as the UK came out of lockdown in 2020.
‘We are thrilled to have won this award’ says Michael Bourne, Group Marketing & eCommerce Director at National. ‘Operating on the ‘front-line’, we see poorly maintained, defective and illegal tyres every day in our branches and we are often shocked at the level of general awareness around tyres and their role in keeping drivers and other road users safe. We are proud to be able to use our social media channels to help TyreSafe amplify its messages to a wider audience, whilst adding our first-hand experience to help educate and inform and hopefully change consumer’s behaviour.”
TyreSafe Chair and Chair of Awards Judging, Stuart Jackson, added: “National Tyres’ entry demonstrates great use of social media to support customer engagement and educate them on tyre safety.The campaign was highly visible with excellent reach and opportunities to see. The judges were particularly impressed with the analysis of efficacy and post campaign evaluation, which helped to mark out a worthy winner of the TyreSafe Online and Social Media – National Campaign Award 2020.”
National reached out to the public with a variety of tyre safety messages, supporting TyreSafe’s 2019 campaigns ‘Home Safely’ and ‘Talking Tyres’ and also undertaking a campaign highlighting the dangers of part worn tyres. During the Covid-19 lockdown, National Tyres and Autocare became increasingly concerned about the state of vehicle tyres due to the Government’s extension of the MOT date, and pushed out the message to check tyres regularly, once a month, every month, and again supported TyreSafe’s ‘Ready for the Road’ campaign.
National’s campaigns were achieved through organic reach from Facebook, LinkedIn, Twitter and YouTube.
‘We were staggered by the results’, admits Michael Bourne. ‘Our campaign reach exceeded our objectives by 82% and as engagement with our posts trebled, the overall post engagements (people liking, sharing, viewing, commenting etc.) exceeded our campaign objectives by a whopping 185%.It’s great to have won an award for our work. But the real reward is the fact we have been able to communicate potentially life-saving tyre safety messages.’
Find out more about this story online: www.national.co.uk/blog/tyresafe-award-winner-2020
