The C13 saddle was Brooks England's re-entry into the pro cycling world. After 75 years, they had lost their reputation amongst the pros.
No serious cyclists would listen to Brooks talking about competition saddles.
So we stayed silent.
On the rivet
“Extreme physical exertion. As hard as you can.”
The C13 had rivets to get pro cyclists literally back #OnTheRivet for the first time this century.
1. Finding our audience with a pre-release testing
were given to hand-picked cycling influencers and selected customers to share the experience of being #ontherivet on Instagram.
applied via Lead Gen Facebook ads to test the saddle. This allowed us to build a relevant audience to target on social media.
tagged #OnTheRivet during pre-release.
2: Telling an epic story with the help of the pros
Facebook Link Ads showed our influencers describing the feeling of being #ontherivet to raise awareness while driving sales of a limited release of 259 saddles.
3: Focusing on the product to drive sales
We retargeted our audience combining traditional paid social ads highlighting the C13 features with innovative formats like Facebook Canvas that allowed an immersive video experience.
IG posts tagged #OnTheRivet
days of campaign
Together with This Here, we created a campaign that was highly innovative in our sector. The influencer-led approach allowed us to appear more authentic, whilst building deeper relationships with the taste makers in our sector. This strategy was spot on for re-launching in a product category where we had been absent for many years."
Oliver Parsons, Digital Director, Brooks England
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