Social Media Project: Dunlop Go The Extra Mile
Dunlop: Go the Extra Mile Social Media Ad Campaign Copy
Client Intro
Dunlop is a globally recognized brand delivering high-performance tyres for cars, motorcycles, and commercial vehicles.
Project:
I worked as the Lead Copywriter alongside a Senior Art Director as part of the creative team for Dunlop Tyres SA. Over the course of several months, we brainstormed various campaign ideas, content concepts and fun ways to convey that Dunlop is a reliable brand that South Africa can trust.
Dunlop Extra Mile Landing Page
One of the many campaign ideas we thought of was the ‘Go the Extra Mile’ campaign. This campaign specifically focused on Dunlop’s PCR (Passenger Car Radial) tyre range for 15″ and below rims, targeting smaller passenger vehicles. While the campaign resonated with a broad audience, we placed particular emphasis on connecting with women aged 18-35, primarily from middle to lower-middle income brackets, empowering them with a stronger voice in the tyre-buying conversation.
Extra Mile Instagram Video One
I worked closely with our Art Director on a great deal of the campaign, from initial brainstorming to final asset creation. This theme perfectly embodied Dunlop’s dedication to providing long-lasting, high-performing tyres that can take drivers further so they, in turn, can go further for their families, their jobs and themselves. We developed the visual and messaging concepts for all marketing assets, from the website landing page and social media content to in-store marketing materials and a Spotify playlist to help drivers get into the groove as they go that extra mile.
Extra Mile Instagram Video Two
Extra Mile Instagram Carousel Post
Web Banner Ad
We also created banner ads to display on various web pages where we extended the idea and copy on the rest of the campaign and translated it into this format.

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