Fueld

Bike Club

Winning 58% more conversions for 1/4 the original CPA

Who are Bike Club?

Bike Club are a kids’ bike subscription service that allows parents and caregivers to exchange bikes as their child grows. That way, their bike is always the perfect size – and there’s no need to constantly buy brand new bicycles.

With a Bike Club subscription, there are no big upfront costs. Instead, the cost of getting a new bike is spread out into affordable monthly subscription payments. That makes cycling more affordable and sustainable.

The Challenge

Since Bike Club has a very specific demographic, they needed a strategic ads agency with the skills to implement precise audience targeting. That way, they could dramatically extend their brand awareness, drive engagement and accelerate Bike Club subscribers.

Fueld’s proven paid media experience made us the perfect fit for Bike Club’s project. And with our commitment to clear performance reporting, it was easy for Bike Club to see how our work drove real-time return on investment.

Our team ensured our sponsored ads strategy stayed consistent with Bike Club’s organic objectives. And we took great care to align our ads with their ‘Above the Line’ campaign.

Project Objectives

  • Accelerate sponsored social ad spend beyond previous limitations
  • Increase return on ad spend (ROAS) across all channels to maintain sustainable subscriber growth
  • Improve lead quality to keep sub-prime purchases at a manageable level
  • Provide strategic direction on ad performance to support Bike Club’s in-house team

The Solution

Through extensive testing, we refined audiences down to the most engaged and high-intent segments. That way, we could allocate paid media spend to where it was likely, ensuring every pound spent generated the greatest possible value.

We also maintained strong communication with Bike Club to support the awareness driven by their ‘Above the Line’ campaign, which included TV and out-of-home advertising. This let us capitalise on higher market interest with a multi-touch social campaign that evolved with the client’s needs.

The Results

Our precision-targeted sponsored social ads campaign extended Bike Club’s reach by 44%. As a result, conversions increased by 58%.

But more importantly, our efforts actually reduced cost per acquisition by 72%. That meant every lead we generated was worth more than 5 times compared to Bike Club’s previous marketing strategy!

Pearce Sampson, the senior marketing manager of Bike Club, had this to say about working with Fueld:

“Bike Club have been working with Fueld for over 1 year. Within that time their team has accelerated our performance marketing strategy across Paid Social and Organic (SEO) channels.

With their support our membership base has now exceeded over 40k with capital plans to go beyond 220k as we enter new markets across Germany and France. Fueld’s paid and organic media strategy continues to be integral in helping us achieve these targets.”

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