Stuttgart, 30.03.2021. Since February 2021, follow red has been in charge of the continental_reifen Instagram channel of Continental, one of the world’s leading tire manufacturers. The Stuttgart-based communications professionals secured the budget after a successful test phase and thanks to the already positive cooperation in Continental’s tuning area. The focus of holistic support on Instagram is on the strategic development of the channel, creative content creation for market-specific content and the accompaniment of live events.
With the annual contract, Continental is realigning the external communication of the German market, especially on Instagram. Follow red is already a well-known partner in this regard. The communications agency has been supporting Continental in strategic communication in the German market for many years and has also been supporting the content creation of various tuning events since 2019. The expansion of the cooperation to holistic channel support followed a test phase carried out in advance from October 2020 to January 2021. Follow red was responsible for the realignment of the previously international (EMEA) Instagram account towards the German market and thus Continental’s first purely German-language Instagram channel. Thanks to visible successes with regard to relevant KPIs, Continental decided to continue the cooperation within the framework of an annual commission. “We are pleased to be able to build on our joint work with Continental and to continue to support the company with strong strategic advice, creative content and our many years of PR expertise,” explains Markus Schaupp, Group Head PR at follow red.
The core tasks of the PR experts include the strategic development of Continental’s Instagram channel, editorial planning and content creation of market-specific content, as well as the support of live events by means of feed posts, stories or IGTVs. Follow red also provides strategic and conceptual support in the development of social media campaigns. In combination with creative content, comprehensive editorial planning and precise monitoring to measure success, this creates a holistic concept that also positions Continental strongly as a digital brand.
About Continental
Continental develops pioneering technologies and services for the sustainable and connected mobility of people and their goods. Founded in 1871, the technology company provides safe, efficient, intelligent and affordable solutions for vehicles, machinery, traffic and transport. Continental generated preliminary sales of €37.7 billion in 2020 and currently employs more than 235,000 people in 58 countries and markets. In 2021, the company celebrates its 150th anniversary.
The Tires business area has 24 production and development sites worldwide. Continental is one of the leading tire manufacturers and achieved preliminary sales of €10.2 billion in fiscal 2020 with more than 56,000 employees in this business segment.
We offer a wide range of products for passenger cars, commercial and special vehicles as well as two-wheelers. Through continuous investment in research and development, Continental makes an important contribution to safe, economical and ecologically efficient mobility. The portfolio of the Tires business unit includes services for tire trading and fleet applications as well as digital management systems for tires.
