#ICYWD Wiper Wisdom
Objective:
Michelin partners with THR33FOLD for the 2025 #InternationalCheckYourWipersDay.
Solution:
The “Wiper Wisdom” campaign brings analogies to life, connecting the quirks of everyday experiences with the wisdom of wiper blades. Just as life throws us unexpected challenges, funny mishaps, and surprising twists, our wiper blades have their own playful wisdom to share—when life gets stormy, sometimes it's the little words of wisdom that can brighten your day.
The “Wiper Wisdom” campaign became the most successful #ICYWD initiative to date, outperforming industry benchmarks by XX.
Data/Results:
Market: US, Canada & Europe
Sales Lift of 67% from previous year.
Online Retail Traffic increased 60%
Press Coverage: 338 Stories
Michelin’s “Wiper Wisdom” campaign launched across the US, Canada, UK, and France, with all ads localized and translated to resonate with each market.
Retailers. Channels. Integration.
Michelin
Walmart
Costco
Michelin Walmart Costco
Meta
Meta Instagram
Creative
Paid Social
PR
Creative Paid Social PR
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