The Continental Instagram profile page was just born when it got into our hands. No followers and virtually no content nor strategy. Before we took the hold, we created a communication strategy that not only attracted a required number of fans but included these fans in content creation and made them communicate more. A part of the communication strategy was a creation of their own photographs.

With the help of the #Contipneu, that had been chosen because of Czech localization, we found a mutual line used mostly by gentlemen.

The Continental company is one of the largest manufacturers of tires for personal vehicles and light trucks (PLT) in Europe and the fourth largest manufacturer of tires for personal vehicles in the world on the original equipment and spare parts market.

At the beginning of our collaboration, we entered the selection procedure for Instagram and Facebook management. Eventually, the Continental company decided to go with a different company for each profile, as the Facebook profile remained in hands of previous managing company and, thanks to our high-quality photographs, the Instagram profile was entrusted to us. The aim was to boost the profile and establish a regular communication of the brand. Key indicators of success here were the number of followers after 2 months since the launch and the percentage growth in a number of affected users. Both parameters were successfully met and communication continues to flourish.

• To kick-start a profile with no fan-base.
• Creation of own photo gallery.
• The will to involve fans in communication as well as in the content creation process.

We established a regular brand communication. At the same time, thanks to consumer-based competitions, it was possible to continuously support the communication of users of company’s social networks. As the collaboration started, we created our own photo-content, that is being continuously released onto the profile.