Situation
A premium cycling component manufacturer was struggling to maintain its relevance and visibility within an increasingly competitive market. Competitors were dominating digital spaces with aggressive strategies, and the brand’s traditional focus on heritage was no longer enough to capture the attention of modern, performance-driven cycling enthusiasts. The challenge was not just about increasing reach but also about deepening engagement, inspiring loyalty, and reinforcing the brand’s reputation for quality and innovation.
Task
The goal was to create a comprehensive content strategy that would showcase the brand’s premium positioning and unique identity. This meant engaging a diverse audience - long-time loyalists drawn to the brand’s heritage, and newer, younger enthusiasts who value cutting-edge performance and contemporary storytelling. The strategy needed to leverage digital channels to inspire connection, build trust, and foster a sense of community around the brand.
Action
To address these challenges, I developed a data-driven content strategy that aligned with the brand’s refreshed messaging and focused on building meaningful connections with its audience. The approach centred on creating aspirational, high-quality visual content that highlighted both the brand’s craftsmanship and its cutting-edge innovation.
Collaborations with prominent athletes and influencers amplified the brand’s messaging while providing authentic narratives that resonated with both established fans and emerging audiences.
User-generated content was actively encouraged, allowing real customers to share their experiences and adding an authentic voice to the brand’s story. To further deepen engagement, the strategy included behind-the-scenes storytelling and technical insights from major cycling events, offering exclusive access and building stronger emotional connections with the audience.
Digital optimisation efforts ensured every campaign was tailored to the platforms the audience used most, creating a cohesive and impactful content experience across all channels.
Result
The revitalised content strategy generated substantial engagement and reach, achieving 138 million impressions and 2.5 million engagements across platforms. Audience growth increased by 30,000, while video content garnered 8.5 million views. The approach strengthened brand loyalty and expanded reach within a highly engaged community, making the brand more visible and resonant in a crowded market.
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