Stuttgart, March 30, 2021. Since February 2021, follow red has been managing the Instagram account continental_reifen for Continental, one of the world’s leading tire manufacturers. The Stuttgart-based communications experts secured the account following a successful trial period and thanks to their already positive collaboration with Continental in the tuning sector. Their comprehensive management of the Instagram account focuses on the strategic development of the channel, the creation of 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. Follow Red is already a familiar partner in this endeavor. The communications agency has been supporting Continental for many years with strategic communications in the German market and, since 2019, has also been assisting with content creation for various tuning events. The expansion of the partnership to include comprehensive channel management followed a preliminary test phase that ran from October 2020 to January 2021. During this phase, follow red was responsible for reorienting the previously international (EMEA) Instagram account toward the German market, thereby creating Continental’s first exclusively German-language Instagram channel. Thanks to tangible success in terms of relevant KPIs, Continental decided to continue the partnership under an annual contract. “We are pleased to build on our collaboration with Continental and to continue supporting 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 content creation tailored to specific markets, as well as covering 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 monitoring to measure success, this results in a holistic concept that strongly positions Continental as a digital brand.
About Continental
Continental develops groundbreaking 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 reported preliminary revenue of 37.7 billion euros in 2020 and currently employs more than 235,000 people in 58 countries and markets. In 2021, the company will celebrate its 150th anniversary.
The Tires business unit has 24 production and development sites worldwide. Continental is one of the leading tire manufacturers and, with more than 56,000 employees in this business unit, generated preliminary revenue of 10.2 billion euros in fiscal year 2020. 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-wheeled vehicles. Through continuous investment in research and development, Continental makes a significant contribution to safer, more economical, and more environmentally efficient mobility. The Tires business unit’s portfolio includes services for the tire retail sector and fleet applications, as well as digital tire management systems.
