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follow red manages Continental’s Instagram channel


Stuttgart, 30.03.2021. Since February 2021, follow red has been managing the Instagram channel continental_reifen of Continental, one of the world’s leading tire manufacturers. The Stuttgart-based communications professionals secured the account after a successful test phase and thanks to the already positive collaboration in Continental’s tuning division. The focus of the holistic support on Instagram is the strategic development of the channel, the creative content creation for market-specific content and the support of live events. 

With the annual contract, Continental is realigning the external communication of the German market specifically on Instagram. In this context, follow red is already a well-known partner. The communications agency has already been supporting Continental for many years with strategic communications in the German market and has also been providing support with content creation for various tuning events since 2019. The expansion of the collaboration to holistic channel support followed a preliminary test 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 purely German-language Instagram channel. Thanks to visible successes in terms of relevant KPIs, Continental decided to continue the collaboration as part of an annual assignment. “We are delighted to be able 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 PR at follow red.

The core tasks of the PR experts include the strategic further development of Continental’s Instagram channel, editorial planning and content creation of market-specific content, and the accompaniment 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 for measuring success, this results in 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 offers safe, efficient, intelligent and affordable solutions for vehicles, machines, 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 business unit Tires 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 the 2020 fiscal year 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 special vehicles, and 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 the tire trade and for fleet applications, as well as digital management systems for tires.

Markus Schaupp

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