Les Schwab Social

Les Schwab wanted to get into the TikTok game. One of their biggest competitors, Discount Tire, was going viral on TikTok by goofing around with mechanics in the shop. Rather than copy them, we took a more Les Schwab approach. The brand is known for having their customers’ best interests at heart.

Armed with the insight that young people use TikTok as a search engine, we decided to become the educational hub on TikTok for all sorts of tire-related facts: #TireTok. And it worked. Our TikTok on how to put on snow chains alone has almost 2 million views.

This approach also had an added benefit. While the agency was crafting the creative strategy and initial posts, we would be handing the TikTok account back to the client post-launch. The #TireTok format was perfect for this: low-lift, centered on their expertise, and requiring minimal editing.