Future Publishing created an exciting campaign to develop brand perception of Voodoo bikes, increasing brand awareness by 83%.
Voodoo bikes are distributed in the UK exclusively by Halfords, and this relationship with a mainstream high street retailer affected its credentials as a credible extreme riding product. By partnering with the UK's largest mountain bike publisher, we were able to provide Voodoo with the credibility and cut-through required to change brand perception and drive consideration.
This campaign needed to raise awareness of the Voodoo brand whilst simultaneously improving perceptions amongst the core mountain biking audience.
A series of 6 challenges were created to not only road test the Voodoo bikes and one of their top riders but to provide an engaging and entertaining read for our core Mountain Bikers. Complete editorial, online and social media integration were included in the campaign. Each challenge had a 6 page feature in MBUK and Future produced a corresponding video that was uploaded on Bikeradar. The campaign also incorporated a competition to win a Voodoo bike that drove social media engagement via Facebook and Twitter.
The campaign was hugely successful. The bespoke video was the top viewed video every month on Bikeradar every month of the campaign. Voodoo have seen a 10 point increase in being seen as high quality and proud to own a Voodoo bike. Brand awareness increased by a staggering 83%, and purchase consideration increased by 12%. Amongst those exposed to the campaign, it prompted 49% to take further action.
The challenges we set for Voodoo not only demonstrated the extreme credentials of their cycles, but also created truly compelling editorial features, adding value for our readership. A clear example of multi-platform engagement with tangible results.