Brooks England: #OnTheRivet
How to launch a product to an audience that won't listen.
The C13 saddle was Brooks England's re-entry into the pro cycling world. After 75 years, they had lost their reputation and no serious cyclists would listen to them talking about competition saddles.
So we stayed silent.
We developed a digital strategy around influential cyclists and crafted the creative execution to deliver a campaign that drove sales in a smart, engaging way.(Unrelated but related: our filmmaker won an Oscar that year ❤ )
Phase 1: Finding our audience
We partnered with 100 hand-picked pro cyclists to test the saddle and share their experience #OnTheRivet.
Phase 2: Raising awareness with the help of the pros
Beautifully crafted social ads showed content created by our influencers describing the feeling of being #OnTheRivet.
Phase 3: Driving sales with a smart product launch
For the big launch, we retargeted our audience combining paid social ads with innovative formats that allowed a cool immersive video experience.
We also created tailored ads to run during specific stages of the Tour de France because, well, we had to. This improved conversion and created an exciting connection with the pro world.
The results 😎
30,000 people applied for pre-test
431% ROAS of limited edition
+34.8% ROI directly attributable
+9,800 posts tagged #ontherivet (and still counting)
Role: Creative
Agency: This Here