The challenge
Continental Tyre South Africa, a division of the global premium tyre brand, had an established social media presence. However, their local platforms were underperforming — suffering from low engagement, a lack of culturally relevant content, and slow response times that hindered the online customer experience.
With brand awareness and audience growth as key performance indicators, Continental needed a digital partner who could localise the global brand narrative and deliver measurable results.
The solution
GNL developed a comprehensive digital content strategy rooted in authenticity and relevance. Our team worked in close collaboration with Continental Tyre SA’s local marketing team to craft a consistent, engaging content calendar for Meta (Facebook, Instagram) and LinkedIn, backed by global brand guidance.
Key pillars of our strategy included:
- Humanising the brand through employee stories and video content
- Educational and safety-focused tips relevant to South African drivers
- Strategic audience targeting and boosted contentto increase reach
- Always-on community management, ensuring real-time response and professional handling of customer queries 365 days a year
execution
All content was managed using Meta Business Suite and Hootsuite, with detailed monthly reports provided in alignment with Continental’s global standards. Our always-on community management ensured that trolls were swiftly removed, while genuine customer queries were routed to the relevant internal teams for resolution — often translating into offline opportunities to further entrench the brand with its audience.
The results
Reach multiplied
GNL’s boosted content consistently reached up to 1 million unique users per month.
Engagement soared
Video posts frequently achieved 4–5x more engagement than the South African page’s follower base.
LinkedIn success
A locally produced Heritage Month Q&A post received nearly 38,000 impressions — more than triple the page’s follower count.
Improved sentiment
Community feedback reflected a marked improvement in tone, relevance, and responsiveness across platforms.
GNL has assisted with the content creation, community management and general management of the social media pages for Continental Tyre SA. They have worked closely with our brand ambassadors, other services providers, and our in-house team to execute the South African pages’ overall brand strategy.
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