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BRANDS – Brand building in a new segment. Riding Culture’s first steps in the world of bicycles.

Riding Culture is a young brand that strives to combine comfort and style when it comes to urban clothing for all motorbikes and bicycles related activities. Having acquired a lot of experience  in the motorcycle clothing market thanks to its mother brand THE ROKKER COMPANY, Riding Culture approached us early 2021 in order to use our knowledge of the cycling market to create a dedicated penetration strategy. Such projects are always very challenging and very rewarding as they include a lot of initial strategic work, followed by a complex execution involving  our core knowledge. Seeing a lot of potential in  the market for Riding Culture’s products – especially for their unique abrasion resistant jeans – we seized this challenge and opportunity right away.

BRAND MARKETING – Creating the perfect strategy for Riding Culture

At RASOULUTION, we believe that the ‘magic solution’ does not exist when it comes to marketing strategy and activations. Each brand/athlete/event has very specific values, ways of working and constraints that need to be carefully studied before even considering specific marketing activations. For that reason, we started our work with Riding Culture with an initial audit on the brand, trying to capture an overall picture of their values, objectives and ambitions. Putting those on paper and discussing thoughts and ideas on the next steps to follow made it possible for us to identify key channels for brand activations, involving athletes sponsoring, press relations, social media communication and content creation.

ATHLETES – Increasing brand awareness through collaborations with top athletes

Stepping into a new segment can be difficult because it requires quite an important initial investment for awareness, with an ROI that can sometimes be difficult to measure. Another challenge related to that first effort is the need to build brand credibility while staying authentic. To reach that objective, we recommended Riding Culture establish long term partnerships with athletes at the top of the scene.

With our help, Riding Culture signed an agreement with Tokyo 2020 BMX Freestyle Park bronze medalist Nikita Ducarroz, adding a reference of BMX to the list of partners. On top of bringing a whole new reach to the brand, Nikita’s input will be vital for the brand on all women specific product developments, making it a multi-faceted partnership. Another major collaboration we brought to life is the one with Gabriel Wibmer. The 19-year-old Austrian DH rider and content creator now boasts a community of over 1.6 million followers across his social media channels and will make sure that all of them know what Riding Culture is all about.

PRESS RELATIONS – Putting the word out among all stakeholders, from industry leaders to end consumers

Another part of our work for Riding Culture includes press relations. With an in-house PR team within the agency with a strong focus on the MTB industry, it is natural for us to put the word out to our contacts about Riding Culture’s innovative line of products.

Based on our initial strategy meetings, we identified key media that would fit Riding Culture’s customer targets and offered them to try out their innovative pants to review them in an editorial piece later on. Combined with a very specific offering for journalists and an initial global press release, RASOULUTION seeded product for reviews with key outlets. Since this initial action, review articles have been flourishing in cycling media, each of them bringing a considerable amount of extra reputation – and sales – to Riding Culture.

Additionally, we launched the aforementioned athlete partnerships by sending out press releases to relevant global press contacts in order to maximize the awareness of Riding Culture’s collaborations with Nikita Ducarroz and Gabriel Wibmer.  This gave the partnerships an initial thrust and the potential for the brand to reach new heights.

SOCIAL MEDIA & CONTENT – Communicating to a very specific target audience with perfect content

Last but not least, our work with Riding Culture includes the creation and maintenance of a bicycle product line dedicated Instagram account. Indeed, the brand having lots of very different target audiences with different interests, we immediately recommended the creation of a separate channel in order to interact with the bicycle riders in the best way there is (@ridingculturebicycle). Our objective being to maximize sales via click through traffic, we focused on maintaining a very high engagement rate through very authentic and relatable communications. The first months were a big success with an engagement rate that was no less than 25%. It logically decreased as the community grew but stabilized around 10%, more than most of brands competitors, proving their credibility and authenticity on the cycling market.

Good social media communication is only possible when it comes hand in hand with excellent content creation. From the creation of concepts to their execution, we have been actively working on creating unique pieces to help the brand differentiate from its competitors and best portray itself online. Want to see the result? Here is a sample of our first production ‘To The East’ shot in Warsaw in October 2021.There is much more to come.

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