The Masterplan
Drawing on the expertise of our Brand Strategy and Digital Marketing teams, we identified a set of key personas who would be interested in the Kickstarter – those interested in e-bikes, those already familiar with Gocycle and those with an affinity towards the latest gadgets and tech.
Facebook’s wealth of interest targeting options, along with the sheer volume of users on the platform made it an obvious choice for the campaign, supported by search advertising on Google and a further Instagram campaign.
The campaign was also backed up with organic social media activity, while a contingency strategy to announce stretch goals was put in places should the campaign exceed its funding target before the five weeks were up.