Toyo Tyres Australia has become Australia's most popular tyre brand on Facebook since overhauling its online and social media presence in 2012.
Fans of Toyo Tyres Australia swelled from 5215 in May 2013 to more than 21,000 in February - an increase of more than 350 per cent - thanks to an accelerated social media campaign over the last 10 months.
In January, Toyo's Australian Facebook page added an average of 160 fans per day.
"Facebook insights offer Toyo a very good understanding of the habits and interests of social media users, and has allowed us to identify groups of people who share similar interests to ours," said Toyo's Australian marketing manager, José Angeles.
The page - which focuses on off-road racing, four-wheel-drive enthusiasts and modified car culture - attracts more 17 to 34-year-old men and women than any other tyre brand in Australia.
Mr Angeles said people in this younger demographic were often key influencers in the tyre buying process and represented the future advocates of the Toyo brand.
"The 17 to 34-year-old demographic is an important influencer of the tyre market, whether as a personal purchaser or as an advisor to a friend or family member," said Mr Angeles.
"According to a recent Nielsen poll on retail purchasing habits, personal advice from a friend or family member was the key factor behind 92 per cent of purchase decisions."
Toyo's Australian Facebook page frequently has the highest engagement rate among tyre-related Australian pages - often twice that of many of Toyo's Australian competitors on Facebook.
In a typical week, there are more than 3500 engagements with Toyo page content.
Posts on the page reach an average of more than 12,000 people a week, while total reach for all page activity often exceeds 50,000.
"Facebook is all about connecting communities," said Mr Angeles.
"Nowadays people are turning to new media to make better, more informed decisions about the tyre brands they choose.
"As the first tyre brand in Australia to pass 20,000 Facebook fans, Toyo has demonstrated that compelling content is the key to building a bigger profile online.
"It's great to have this avenue for interaction with Toyo customers and fans, creating a platform for open dialogue and feedback, and connecting people to our brand, products and dealers."
To celebrate reaching the Facebook milestone, Toyo Tyres Australia has launched a photo competition where its Facebook fans can win one of three GoPro Hero 3+ Black Edition cameras.
"This is our way of saying 'thank you' to our Facebook fans," said Mr Angeles.
"We're looking forward to creating new relationships and connections with future brand advocates in the coming year."
For more information on the competition - and to enter - visit Toyo Tyre Australia's Facebook page at www.facebook.com/ToyoTyres.
