National Wipers Day
Objective:
Michelin partners with THR33FOLD to launch the first-ever #NationalCheckYourWipersDay, establishing Michelin as the purveyor and leader of a new national holiday while introducing its first-ever wiper blade product to the U.S. market.
Michelin, globally renowned for its premium tires and the prestigious Michelin Guide and Michelin Stars, faced a unique challenge: how to introduce its first windshield wiper blade and connect it to the brand’s legacy of quality and trust. The goal was to create brand affinity for a new product in a category where Michelin had no prior consumer association.
Solution:
THR33FOLD and Michelin created a new national awareness day—#NationalCheckYourWipersDay (NCYWD)—to educate consumers on the importance of windshield wiper maintenance and position Michelin as the category leader.
Date Established: November 16, 2021 (recurring annually)
Core Message: Safety starts with visibility. Check your wipers every November 16.
To drive awareness and engagement, the campaign launched with a sweepstakes offering a luxurious “Michelin NYC Experience”:
Round-trip for two to New York City
Two-night stay at a Michelin® Tablet Hotel
Dining experience at a Michelin® Guide Star restaurant
Execution:
The campaign launched in October 2021 with a comprehensive 30-day activation strategy that combined digital engagement, influencer marketing, retail integration, and a robust public relations push:
Influencer Activation: Over 300 influencers across the U.S. promoted the campaign on Instagram and Facebook, sharing personal stories and safety tips tied to #NationalCheckYourWipersDay.
Sweepstakes Entry: Consumers texted “CheckMyWipers2021” to Michelin to enter, integrating with the TextFit platform to collect participant data for future marketing.
Engagement Mechanics:
15 additional ways to earn entries
Weekly prize giveaways
Grand prize announcement on November 16
Retail & In-Store Displays: Reinforced the campaign message at point-of-sale locations nationwide.
Public Relations Campaign: A national press push secured 338 media stories, including features on major national TV segments such as Fox, NBC, CBS, and Cup of Joe. Coverage spanned top U.S. markets including Boston, Chicago, New York, Los Angeles, San Francisco, Cincinnati, Dallas, Houston, and Miami. The PR strategy positioned Michelin as a safety advocate and innovator, helping to legitimize the new holiday and drive consumer trust in the new product.
Results:
📈 67% Sales Lift YoY for Michelin wiper blades
🌐 60% Increase in Online Retail Traffic
📰 338 Press Stories across national and local media
🔁 Campaign Longevity: Now in its 5th consecutive year
Impact:
By creating a cultural moment around windshield safety, Michelin successfully:
Introduced a new product category under its trusted brand umbrella
Built a recurring, ownable marketing moment with #NationalCheckYourWipersDay
Captured valuable first-party data through TextFit for future CRM and remarketing
Reinforced its commitment to safety and quality through high-impact storytelling
Achieved year-over-year built-in efficiency across advertising efforts by extending the campaign’s lifecycle and maximizing ROI through repeatable, scalable annual activations
Data/Results:
Market: US
Sales Lift of 67% from previous year.
Online Retail Traffic increased 60%
Press Coverage: 338 Stories
Retailers. Channels. Integration.
Michelin
Walmart
Costco
Michelin Walmart Costco
Meta
Meta Instagram
Creative
Paid Social
PR
Creative Paid Social PR
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