ABOUT JAX TYRES & AUTO
Turning 4×4 superfans into video makers
JAX Tyres & Auto specialises in the sales and service of tires, wheels, brakes and suspension. Founded in 1949 in Sydney, the company now operates through more than 87 franchised stores across Australia
Watch the campaign videoProject overview
Client: JAX Tyres & Auto
Project: JAX Tribe customer video campaign
Type: Customer video contest
Summary: JAX invited its community of 4×4 enthusiasts to contribute original footage for its customer-led video content.
At a glance
3% rise in
Facebook followers in 3 weeks
Over 6,000
new leads generated
25 video
stories created in 6 months
Context
JAX Tyres & Auto used a video contest to activate its 4×4 enthusiasts to create authentic video for social media marketing
The challenge
Source original footage from automotive superfans
JAX Tyre & Auto has a close community of auto enthusiasts and loyal customers, the JAX Tribe. JAX Tyre & Auto wanted to cater to their need for fresh content about the things they love most – tires. They knew their customers had great action shots on their devices, but repurposing social media content was complex with IP rights. Most Instagram posts were image-only, rather than videos that really captured the power of 4×4 tyres.
Wider context
Customer footage shows the brand through the experiences of the enthusiasts who use its products and services.
The solution
Invite the JAX Tribe into a video contest
JAX Tyres & Auto chose Vloggi to crowdsource video clips from its online communities to boost social media engagement in core market segments such as four-wheel drive fans, performance car drivers and tradespeople passionate about their utility vehicles (or “utes”). They then compiled the best clips into weekly episodes, the JAX Tribe video series, for social media.
The workflow
The company used its own website traffic and targeted Facebook adverts to direct its customers to a microsite. The company offered weekly prizes for the best video, but also the chance for the best overall video uploader to win prizes.
The result
Customer contributions increased social engagement
Their customers uploaded their footage and enthusiastically watched the authentic videos compiled from their clips. More people began to upload, excited by the prospect of seeing their video online, with the word spreading rapidly. As a result, customers share the brand’s updates and promotions with their network and are highly engaged, creating a win-win for JAX Tyre & Auto’s video marketing at low cost.
JAX recorded a 3% increase in its social media engagement during its first Vloggi campaign and gained core insight into a high value market segment. Create a UGC video contest
In their words
“I was pretty excited about the opportunity to create some great authentic videos from our customers. We knew they were our biggest fans, we just needed a tool to source the video clips stored on their phones”
Thibault RoumagouxExecutive Manager – Marketing & eCommerce, JAX Tyres & Auto
