Strider Bikes

Project overview

MintTwist were tasked with planning and managing a campaign strategy to promote and sell Strider Bikes.

The main objective was to generate sales and growth in revenue YoY so promoted Strider Bikes on the most profitable channels where their target audience spends most of their time.

As with all campaign planning, at the heart of our approach is always the objective and how to achieve this. By following a clear process when planning we’re able to come up with a successful campaign with real, tangible results.

Full Website Audit

As with all campaign planning, at the heart of our approach is always the objective and how to achieve this. By following a clear process when planning we’re able to come up with a successful campaign with real, tangible results.

Defining audience

With our knowledge of the brand and their products, we knew that our target audience was parents with young children.

Channel selection and budget allocation

• We had to consider channels most relevant to the target audience and allowed us to convey the right message and call to action. Therefore, we opted to use the most conversion focused channels:
• Google Search: highly relevant keywords directly related to Strider Bikes and balance bikes in general.
• Google Shopping: promoting their products through the shopping platform.
• Facebook: primarily used for prospecting as well as remarketing purposes and more detailed targeting with Lookalike audiences.

Tailoring messaging

• We wrote persuasive messaging that resonated with the target audience, and the channel itself. We took into consideration:
• Key product USPs
• Channel best practices
• Main call to action
• Stage of the marketing funnel the user might be in

Conversion tracking

To measure the success of any campaign, we analysed the website to identify what to track. Since the main KPI was to measure growth in transactions and revenue, we set up e-commerce tracking to record sales. Tracking was set up on the whole user journey from viewing a product page all the way through to checkout to help us identify any areas along this process where users may need more nurturing.

Keyword Research

The team’s well-planned campaign strategy has meant that the campaign has seen positive results YoY. By advertising on the most relevant, conversion focused channels, the campaign has seen YoY growth in transactions and revenue. Not only this but the campaign continues to attract new users to the website therefore widening our reach and target audience.

• Transactions are up 55% YoY
• Revenue is up 53% YoY
• Conversion Rate is up 8.7% YoY
• Sessions are up 43% YoY
• New Users to the site are up 36% YoY

And so…

Due to the success of our strategy within the UK we took on paid marketing for their other markets across Europe in Germany, Spain, France, Italy, and the Netherlands as well as continuing to promote Strider Bikes in the UK.

Additionally, we continue to include new channels where we see fit as part of an awareness strategy to supplement the conversion focused strategy and to continue reaching new users.