BRIEF
The cycling glove industry may not seem attractive to a new start-up company. The larger brands dominate the market, blocking new entrants. The larger brands can offer economies of scale at much cheaper prices than any startup could afford.
CLIENT
HandUp Gloves
ROLE
- Digital Marketing Strategy Development
- Paid Media Management
- Search Engine Optimization
- Social Media Strategy
We’re helping them do that.
Disrupting the cycling glove industry, which hasn’t changed in 40 years, meant we had to think differently about design, function, and branding.
Solution
Use a mixture of paid media and content marketing to increase awareness of a new to the market product line. We did not focus on the technical aspects of the gloves in our marketing, instead, we built a community of die-hard advocates that live the brand and spread it for us.
The Problem
The cycling glove industry may not seem attractive to a new start-up company. The larger brands dominate the market, blocking new entrants. The larger brands can offer economies of scale at much cheaper prices than any startup could afford.
Instead of highlighting product features and benefits, we built a community.
The Problem
The cycling glove industry may not seem attractive to a new start-up company. The larger brands dominate the market, blocking new entrants. The larger brands can offer economies of scale at much cheaper prices than any startup could afford.
SPEAKING THEIR LANGUAGE
Develop and cultivate a community of a cycling enthusiasts through brand awareness, community building and storytelling.
21
Increase in Organic Search Year over Year
455
In Revenue Compared to their First Year
21
Decrease In Cost-Per-Lead
