Propella is a Seattle-based company with a mission to bridge the gap between bicycles and electric bikes. They have designed road and city electric bikes with simplicity, lightweight, and reliability in mind. The 2nd generation of Propella’s electric bike combines high-quality components with the latest battery technology to create a lightweight electric bike with the agility and feel of a traditional road bike. They first launched an Indiegogo campaign in 2016 and hit the ground running with a very successful campaign.
Propella came to me to launch Propella 2.2, in need to break societal belief. Propella faced the challenge of customer product knowledge. The general public has a different definition of what an electric bike is and what Propella 2.2 can actually do for them. I had to develop a plan to help break the following myths:
- E-bikes are heavy bikes that go fast
- E-bikes are too expensive
- E-bikes are not good for exercising
- E-bikes are heavy and you can take them everywhere
I started by working closely with the Founder of Propella to create a Go-To-Market Strategy. The GTM strategy is one of the most important levers to improve key business outcomes. It is the way a company aligns to the evolving needs of its customers. Ultimately we wanted to answer the following strategic questions.
- Which customers do we target?
- What markets do we pursue?
- Which channels match with how our customers buy?
- What is our unique value proposition?
After answering above questions and creating GTM documents, I moved on to working on the strategy.
Now that we had a better understanding of our target market, customer needs, and channels we could use to sell Propella, we moved on to developing an overall marketing strategy.
One thing we knew for sure was that we had to re-introducing Propella 2.2 and the value it offers. I started by creating awareness through social campaigns. Our goal was to communicate with the audience and make them aware of how Propella can change their biking experience.
Getting serious about social – in strengthening the brand identity and brand voice, we leveraged social media to find new custom audiences. The first step was to start with brand awareness. We needed to make sure people knew about Propella Bike and what it offers. I created and launched over 150 unique ad creatives over Instagram and Facebook. I monitored and continuously made changes to the copy and creative to find the best responding ad. I also worked closely with Propella’s team to engage the reached and targeted customers by developing a contest strategy. We used the power of influencer marketing in conjunction with a contest strategy for maximum reach and impressions. People who signed up for the contest were sent to our email automation workflows which educated them about Propellas features and benefits.
A comprehensive campaign audit and Conversion Optimization– Propella was already using Google Search Ads. Our Google Ads experts went in and reviewed their current campaigns and helped by revamping their approach. Our approach was to use a combination of search and display marketing.
Working with Propella’s team we created custom audiences on Google AdWords, targeted online websites related to their industry and optimized the ads towards people who were more likely to purchase their product online. Creating brand value takes time and being remembered by customers, even more. We also launched a remarketing strategy which was specifically intended for converting the warm audience into purchasers.
Dedication To Results
To date, some of our achievements include:
- Increased Sales by 20%
- Reduced CPA by 150%