SHIMANO

eBikes

Shimano is an multinational Japanese cycling, fishing and rowing equipment manufacturer. 

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In 2017, prior to the mass adoption and ridesharing use of eBikes in the US, they needed help identifying the eBike target audience, key geographies, and the messaging strategy. An added layer to the complexity is Shimano is a components manufacturer, so we needed to find the audience who would go into bike shops and ask for eBikes with Shimano parts.

After extensive research, a national survey, social listening audit, and qualitative panel, we came to identify 2 key audiences to target. We then developed content with 3 key messages for the audiences along with a seamless customer journey. For cost-efficiency, we conducted a 30 day test and learn campaign within Facebook. After analysis, we identified the target audience and winning  message, optimized, and expanded to a full digital and social campaign.

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By the end of the campaign we were able to achieve:

• 82% decrease in cost-per-click (CPC)

• 2000% increase in website  visits by year-end

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With a trusted, collaborative partnership with the client, I led the following services:

• Survey and qualitative study

• Social listening audit

• Strategic positioning

• Digital & social planning

• Creative development

• Ongoing analysis, reporting, and optimization

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