Kayla Marthaler

Overview

Nokian Tyres needed a more relevant way to market its winter tire portfolio across the United States, where weather conditions, snowfall timing, and consumer demand vary significantly by region. I helped develop and launch a geographically segmented digital campaign strategy that aligned audience targeting, messaging, and campaign timing with the distinct needs of priority winter tire markets.

The Challenge

A single national campaign could not effectively address the differences between consumers in consistently snowy markets, regions with shorter or less predictable winters, and areas with minimal demand for dedicated winter tires. The campaign needed to account for regional climate patterns, seasonal purchasing windows, and varying levels of consumer awareness while maintaining a cohesive national brand presence.

What I Did:

• Researched regional weather patterns, snowfall trends, and seasonal tire demand across priority U.S. markets.
• Segmented campaign audiences according to geography, climate, and anticipated winter tire purchasing behavior.
• Developed regional messaging recommendations that reflected local weather conditions and consumer needs.
• Coordinated campaign timing to align advertising activity with the beginning of the winter tire research and purchasing window in each market.
• Supported geo-targeted paid media and paid search campaigns using regionally relevant keywords, messaging, and audience parameters.
• Helped adapt campaign creative and landing-page experiences for different geographic audiences.
• Monitored campaign performance and identified opportunities to refine targeting, messaging, and regional media allocation.
• Created a repeatable geographic campaign framework that could be applied to future seasonal marketing initiatives.