Stuttgart, March 30, 2021. Since February 2021, follow red has been managing the Instagram channel continental_reifen for Continental, one of the world’s leading tire manufacturers. The Stuttgart-based communications professionals secured the account following a successful trial period and thanks to the already positive collaboration within Continental’s tuning division. The focus of their comprehensive support on Instagram is on the strategic development of the channel, the creation of creative, market-specific content, and support for live events.
With this annual contract, Continental is refocusing its external communications for the German market specifically on Instagram. In this context, follow red is already a well-established partner. The communications agency has been supporting Continental for many years with strategic communications in the German market and has also been assisting with content creation for various tuning events since 2019. The expansion of the collaboration to include comprehensive channel support followed a pilot phase from October 2020 to January 2021, during which follow red was responsible for realigning the previously international (EMEA) Instagram account to the German market, making it Continental’s first Instagram channel exclusively in German. Thanks to tangible successes in terms of relevant KPIs, Continental decided to continue the collaboration as part of an annual engagement. “We are delighted to build on our joint work with Continental and continue to support the company with strong strategic advice, creative content, and our many years of PR expertise,” explains Markus Schaupp, Group Head of PR at follow red.
The core responsibilities of the PR experts include the strategic development of Continental’s Instagram channel, editorial planning and the creation of market-specific content, and coverage of live events through feed posts, Stories, or IGTVs. follow red also provides strategic and conceptual support in the development of social media campaigns. Combined with creative content, comprehensive editorial planning, and precise tracking to measure success, this results in a holistic strategy that also strongly positions Continental as a digital brand.
About Continental
Continental develops pioneering technologies and services for the sustainable and connected mobility of people and goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machinery, traffic, and transportation. Continental generated preliminary sales of EUR 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 unit has 24 production and development sites worldwide. Continental is one of the leading tire manufacturers and generated preliminary sales of EUR 10.2 billion in this business unit in fiscal year 2020 with more than 56,000 employees. Continental is one of the technology leaders in the field of tire production and offers a wide range of products for passenger cars, commercial and specialty vehicles, and two-wheelers. Through continuous investment in research and development, Continental makes an important contribution to safe, economical, and environmentally efficient mobility. The portfolio of the Tires business unit includes services for the tire trade and for fleet applications, as well as digital management systems for tires.
