WHAT MOTIVATES YOU ?
What drives you to do great work? What fuels you up and what fills your tank?
These are just a few of the questions we asked the subjects of Fueled, Alyeska Tire’s series of mini-docs that featured a diverse set of Alaskans pursuing their passions and making a positive impact in their community.
With topics ranging from the power of sport to the history of commercial fishing, Fueled was our way of implicitly sharing Alyeska Tire’s brand values through the stories of others. And the concept was simple: identify driven Alaskans and offer them a platform, produce an engaging, high-quality piece of video content, and upload it for free on social media.
SOCIAL STRATEGY.
A lot of brands will claim they’re “more than a (insert store type here)” without really showing how or why. This was an opportunity for Alyeska Tire to double down on community investment, while producing engaging and high quality content for their social channels.
By identifying individuals that had little to nothing to do with the automotive industry, Alyeska Tire’s brand gained added reach when the Fueled subjects reshared the mini-docs within their own circles.
This is, from our perspective, the most important and effective use of social media: starting conversations with potential customers long before they’re ever ready to make a purchase.
ORGANIC SOCIAL ISNT FOR SELLING.
Organic social isn’t for selling, but it is perhaps the most powerful brand awareness tool companies have at their disposal. A lot of brands can get in the pattern of marketing to their existing followers without ever expanding into or experimenting with new potential audiences.
Oftentimes, organic growth requires content strategies that take a holistic approach to the entire marketing mix: earned, paid, and owned. So for the Fueled videos that performed particularly well, we boosted them with paid funds to expand their reach even further.
The Fueled mini-docs brought our production team across the state and into each of Alyeska Tire’s six communities: Anchorage, Soldotna, Palmer, Homer, Fairbanks, and Kenai. And the videos this project yielded is some of our favorite work to date.
