TPC — DIGITAL
challenge:
The Pro’s Closet, a re-commerce bike brand, had a strong following on Strava, and no shortage of motivated cyclists. But sometimes the winter slump gets in the way of putting in the miles.
The goal was to increase participation in the Strava challenge, and prep our Strava followers for peak season. It was important to make this happen without leaning on the classic trope in sports of intensity or fear as motivation.
Concept:
It’s Honest Work.
This concept was highly influenced by…gardening. Yep, you heard that right! I explored themes of planting the seeds to watch the results bloom. This idea became the guiding concept and Strava challenge name, “Honest Work.”
From there, I dug in with our creative director, design team, and social team to extend the “growth” concept across channels. We built a high-yield digital campaign.
Honest Work = Honest Results. 📈 Start your season with 10 hours of riding.
get a $250 discount and the chance to win $5000 towards your dream bike. Don’t let storm clouds get ya down: trainer rides count too.
At TPC, we seize every scrap of sun between Colorado snowstorms, and we want you to join us. Get in the spirit, do the work, and watch yourself bloom.
Creative direction:
Once the initial concept was set, I briefed my copywriter and guided him in building the tone across mediums. I gave detailed copy edits, helping to move all channels across the finish line.
deliverables:
Digital Campaign
Landing Pages
RESULTs:
80k+ First-Time Participants in TPC Strava Challenge
160k+ Strava Challenge Participants
2.7M+ Hours Active
63% Challenge Completion Rate
