Campaign planning
Campaign & content ideation
Audience engagement strategy
Cross-functional teamwork (design, brand, legal)
Influencer marketing
Influencer identification
Contract negotiation
Creative brief development
Management of influencer relationship
Social content
Content creation
Editorial calendar management
Scheduling & reporting
Social advertising
Paid social strategy & execution
Targeting & optimization
Analytics & reporting
01 — Objective
Hankook Tire, a Korean company, aimed to deepen its connection with the U.S. market, particularly in Nashville, its U.S. headquarters. With Hankook’s ties to Music City and music being a top activity people engage in while driving, a partnership with a local TN band, Colony House, was a natural fit.
02 — Details
Developed a campaign following the band’s 6,231-mile, 48-day U.S. bus tour on Hankook tires. The campaign featured behind-the-scenes content on a custom microsite with an interactive map, a mileage tracker, and a curated Spotify playlist.
Geo-targeted ads, sweepstakes, and weekly posts fueled social engagement.
Social post samples
@hankooktireusa: We’re excited to announce a new partnership with @colonyhouse called “What Drives You?” For the next eight weeks, we’re following Colony House as they travel cross-country on Hankook tires for their Fall tour. We’ll show you what it’s like to be on the road with exclusive behind-the-scenes footage of the band. Visit the link in our bio! #DrivenByHankookTire #WhatDrivesYou
@hankooktireusa: #GIVEAWAY What drives you to do what you love? @colonyhouse’s Tennessee roots are a driving force behind their musical expression. Whether it’s your family, friends, or hometown roots, tell us #WhatDrivesYou for a chance to #WIN a signed copy of Colony House’s “Only The Lonely” album AND a t-shirt! HOW TO ENTER:
1. Take a photo of what drives you and upload it to Instagram
2. Use the hashtag #WhatDrivesYou
3. Tag @HankookTireUSA AND @ColonyHouse
@hankooktireusa: For the past 8 weeks, we’ve followed @colonyhouse as they chased down their passion on a cross-country tour, bringing you behind-the-scenes content along the way. Visit the link in our bio for a last look at the 6,231 miles the band traveled on Hankook tires. #DrivenByHankookTire
03 — Results
The campaign generated a 79% engagement rate, 4x higher than the average on Hankook's social posts, and an increase of 14,000+ fans. It successfully embedded Hankook within the Nashville community while reinforcing its brand’s connection to the open road.
100K
Traffic
+34%
Impressions
+18%
Engagement