A global eCommerce business targeting cycling enthusiasts with a unique safety technology product. 100k customers worldwide, selling into 50 countries, listed on the Australian Securities Exchange (ASX).
Curiouser was engaged for the delivery of long term outsourced CMO services. Our client was just about to re-launch their unique market leading bike camera with integrated front and rear light in late 2017.
Due to internal changes an alternative to in-house marketing leadership was preferred over the existing model.
Curiouser was approached to deliver outsourced CMO services and was engaged long-term (over several years) to oversee the development of the internal marketing team, marketing and business growth strategies and a range of commercial and product development initiatives..
As a niche player in the cycling industry, our client had strong potential to grow, with limited competition and a unique and compelling value proposition that had been proved up through a successful Kickstarter campaign.
The re-launch of the redesigned flagship products – front and rear bike cameras with an integrated safety light – was an opportunity to reposition the brand as a premium offering and educate the market on the category of bike cameras to set the scene for strong growth beyond the innovators.
The initial challenge was to launch the new products. This required a significant upfront effort to engage agency partners, global specialist media outlets and build a new eCommerce site from the ground up, as well as engage existing customers and new prospective users to seed positive WOM, encouraging upgrades and new purchases.
From the successful launch the attention turned to scaling the business. Net promoter and “must-have” scores were used to determine whether there was a strong enough growth engine to support increased promotional effort.
Confirming that there was potential for a positive growth loop to be developed, the next phase of growth was to come from building a performance marketing growth engine supported by the unique user generated content that was created by the community of customers that rode with the cameras on their bikes.
A secondary website was launched apart from the core eCommerce site, where users could post their content and geo-tag it, creating a valuable community resource for all cyclists which showed problem areas to watch out for. Within months, there was a new community of more than 100k unique users uploading and tagging video content.
This platform served as the core for the marketing engine and served as a retargeting platform and home for all traffic generated from Facebook advertising, which was the primary channel used to reach the audience of cycling enthusiasts.
Over the course of the engagement, we worked with the internal team to launch several new products, including a relaunch of the flagship rear-facing camera with a Gross Merchandise Launch value 300% higher than in 2017.
We continuously improved sales year on year for new product launches and key trading periods such as Black Friday / Cyber Weekend which was 250% higher year on year between 2017 and 2020.
2017 - 2021