Creating hyper-relevance for your consumers: How Trek Bikes did it
Hear about Trek Bike’s marketing campaign that leveraged consumer generated content and a zeitgeist moment.
BRANDING BEFORE BREAKFAST EP 53 Creating hyper-relevance for your consumers: How Trek Bikes did it
Hi. This week I want to talk to you about a brand that has really leveraged a Zeitgeist moment. And that example is Trek Bicycles.
During COVID they realised that what they had planned for their campaigns wasn’t quite right within the current context. And so they started to think about what they could do to truly engage their community. And quite rightly they went back to their brand strategy and their brand foundation. And for a long time, Trek Bicycles has believed that the humble bicycle is so much more than just a mode of transport and it actually solves two human issues.
One: obesity. Rising obesity rates and the fact that we don’t have enough exercise in our lives. And two: the environment and what is happening with all the harmful gases that we’re putting into our atmosphere. And so they decided to go out with a campaign that they asked their community to control and lead and that was called ‘go by bike’. Really simple. They put out a call to their community and asked them to change one journey a week to going by bike. They then asked them to take a picture of themselves doing it and use the hashtag #gobybike and also tag another person to encourage them to do the same. And that’s a really smart move because it takes the reach outside of Trek’s existing community and engaging them, but also moves it to other people that they may not have had communication with before and it really worked for them. They managed to get a relevant timely campaign out there that everybody felt compelled to join in with and they also generated beautiful imagery that they could then use throughout their campaign that had been given to them by people riding their bikes.
So today, I want you to have a think about what you can do to really leverage a relevant moment for your community and what you might do with the rest of 2020. That’s it from me. Time for brekkie.
Written by: Jo Whelan
Published: September 5, 2020