Michelin Reaches Global Audience Using Authentic Messaging, With an Assist From Hookit

(Courtesy of Michelin)Carrie Woodward is fully aware that in this day and age, the way Michelin connects with an audience that is younger and more diverse than ever before is critical.

As Michelin’s global partnership director, Woodward watches with amazement how quickly a new generation of consumers is able to digest and process information. Given the vast choices those consumers have and the split-second nature in which they move from one fascination to another, Woodward understands that the messaging Michelin is sending out must not only be effective, but authentic.

Yet, how major brands like Michelin track the effectiveness of sponsorship dollars they are spending has also never been so…