Co-Marketing Campaign - Shuttle
The e-bike industry has grown tremendously the past 5 years, with projections showing a doubling of sales in the next 5 years vs 2022 figures. Not only is the growth being seen with road cycles, but mountain bikes as well.
Pivot Cycles and its drive unit manufacturer Shimano teamed up to co-brand the second generation of the Shuttle e-mountain bike. Both Shimano and Pivot have seen success running their own digital media campaigns, increasing awareness and driving users to a dealer, but combining marketing efforts allowed for increased budgets in market, working together to highlight the Sleek, lightweight, and efficient e-bike.
Not only did the campaign shatter previous campaign benchmarks, it provided a jumping off point for future co-marketing campaigns by the two brands.
The Campaign
Promote the updated 2022 Shuttle model by increasing overall awareness and driving lower funnel activity across multiple channels.
Lean into search and social to drive down-funnel activity
Use YouTube as a vehicle to increase awareness and drive video views
Have display compliment the other channels by staying in front of users who have been to the Pivot site and/or are in our core audience
Measurement
CPA – Drive users to the Dealer Finder from the Shuttle product page
View Through – Engage users on YouTube and measure view rates on the skippable assets
The video campaign had an overall 16.5% view rate (completed views) running a mix of :15 and :30 spots. Our strongest assets was our Re-targeted :15 spot followed by two :30 assets
