Vivelo

Vivelo Bicycles is a manufacturer and distributor of high-end bicycles. Their current line includes beach cruisers for women, men, and kids.

USP of the brand lies in superb quality of components and the ability to color customization according to customer specifications.
Even with the relatively high price point, Vivelo managed to gain a fair market share quickly. The brand's unquestionable success is attributed to two factors: timing and wide net, "pyramid ads" campaigns. So far, we are only running levels one and two of our target audiences.

The timing could not have been better. First campaigns hit the market at the beginning of April, right on the top of the pandemic when bicycling became one of the essential pass times for many Americans. Most of the online suppliers were sold out in a flash, while Vivelo was still standing and fulfilling the orders.

Ad strategy was based on intense Google campaigns (SKAG) to create an initial surge of potential buyers, followed by retargeting FB campaigns. Finally, we did close with Smart Shopping campaigns once we had enough data on Google conversions.

We are still in the early stages of building up the "Ads Pyramid" due to planned "slow down" to catch up with incoming orders and not overstretch the supply chain.