By Jennifer Faull

When launching a new product, tyre manufacturer Michelin would historically rely on the buy-in from motoring journalists. Column inches in automotive publications would dictate sales success and big marketing budgets were ploughed into events designed to woo the press. But that’s changed; now influencers rule the roost and the company in doubling down on its investment.

Just two years ago, Michelin spent nothing on influencers. It did not see the value in social media personalities and instead took a fairly classic approach to marketing its wares.

But as the promise of influencers gripped chief marketing officers at other brands, Kevin Read full story ›

Source: The Drum