Global Content Supply

Radon bikes

The brief

Creating brand distinction

As an established player in the price-led German market, Radon needed to brake with convention and tradition, if they were going to grow continentally.

With a quality product, well recognised strong after-sale service and a driven team, all the ingredients to change the brand positioning were in place internally.  We were tasked with adding life, personality and kudos to the consumer-facing end of the brand through on-going content supply and athlete activation. 

This would require all of our skillsets; strategy, influencer sourcing, content management, and ongoing communication strategy.

"DW Agency gets the job done 100%! They´ve been a massive help and we´re super-happy with everything they´ve done for us. High quality, cost-effective, always on time, super-easy communication and professional production! Can´t ask for more! Highly recommended!" - Ingo Bräutigam-Kraus, Radon Bikes

Our approach

Showcasing a brand that has experiences at it's core

Collaboration was at the root of this project. Cycling covers a broad and increasingly divergent set of interests - working with the marketing dept and Radon athletes was going to be key to shifting brand perceptions. 

Our strategy was based around three core areas - supply regular, structured content (photos, film, editorial, social) to the internal team to build Radon's owned channels, amplify athletes personalities, skills and content via engaging ephemeral content and lastly work with the international specialist press to ensure independent third party validity to the brand. 

With over 650 social media clips made in 2019, 1000+ images, 6 films and 14 articles in the international specialist press, we went at it hammer and tong. 

Outcome

Sold out product lines and 780% engagement increase

Thanks to structured content based around incoming product lines, Radon reported their most successful year of bike sales to date in 2019. Further to that, their brand reach and engagement grew exponentially across their owned platforms - a 350% rise in followers, and a 780% engagement increase on social media. The website traffic rose by 220%, and as their only primary sales portal, we consider this a successful year! 

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