Michelin Italia
PED Michelin Italia
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The request
Michelin Italia involved us in a project to redefine and manage the brand's presence on social media. The brief requested the creation of new topics to enrich the editorial plan, the adaptation of creatives provided by HQ, the publishing and moderation of content alongside media budget management.
The challenge
Balancing real-time marketing with consistent and clear communication was one of the main challenges. We also had to showcase the product in constantly changing contexts, while keeping a high visual and storytelling standard—often with a dedicated photo set for every situation. On top of that, we needed to ensure regular publishing and moderation, while maintaining an efficient workflow that stayed in sync with the client.
The outcome
We created a flexible workflow to facilitate publishing and moderation tasks in coordination with the client. Monthly brainstorming sessions also ensured an up-to-date editorial plan aligned with the brand's needs. To optimise content management, we adopted a centralised tool to streamline approvals and monitoring. Using artificial intelligence, we were able to adapt and animate product images, creating dynamic content tailored for each format and platform with very fast turnaround times. The new topics balance creativity and information. Deploying a more ironic tone of voice, the product becomes part of the users' everyday life, while the technical content reinforces Michelin as a reference for safety and performance on the road.
