Bike Club – Paid Social

Case Study

Social Media

About the client

Bike Club is a kids bike subscription service that allows you to exchange as your child grows. Making sure they'll always be on the perfect size. With a Bike Club subscription there are no big upfront costs and payments are spread out into an affordable monthly subscription. ‘We’re making sure that you never have to buy a kids bike again. We aim to make cycling more affordable and sustainable'

How we helped

Bike Club was looking for a strategic Ads agency specialist capable of implementing precise audience segments in line with their core demographics to achieve far reaching brand awareness , engagement and accelerated Bike Club subscribers. At the heart of this requirement the brief extends to ensuring that the Fueld sponsored Ads strategy was consistent with Bike Club’s organic objectives, and complimentary to its Above The Line campaign.

Fueld’s experience of applying a business-centric approach to performance reporting allows our clients to cut through the noise to focus on what our work equates to in real time ROI.

We also wanted to improve the conversion rate on the site which sat at around 1%. With developmental help, we anticipated doubling the conversion rate throughout the site for all channels.

Client Goals:

Accelerate Sponsored Social Ad Spend beyond previous agency limitations

Increase blended ROAS to maintain sustainable subscriber growth

Increase lead quality with consideration given to keep Sub -Prime purchases at a manageable level.

Provide strategic direction on Ad performance to support Bike Club in-house teams.



Conversion uplift YoY



Engagement uplift YoY



Lower CPA YoY

The Solution:

Through extensive testing Fueld refined audiences down to the most engaged and high intent cohorts, balancing efficiency with volume to drive real value for Bike Club. We worked to support the awareness driven by above the line campaigns (including TV and out of home) to ensure we capitalised on higher interest in market, with multi touchpoint, constantly evolving social campaigns.

- 57% uplift in conversions

- 825 Engagement uplift YoY

- CPA - 77%

- Launched offering into the EU

"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”"

Pearce Sampson, Senior Marketing Manager