Building a local cycling community with Rapha Berlin
Scope
We were well-connected with Rapha Berlin, having been one of the first members in Berlin before they had even opened their Clubhouse (store). After the clubhouse had opened, we worked with the local country manager and community team to set a framework for social media communication. One of the big challenges we identified was that the centralised team ran big product launches and campaigns, but these were not localised or adapted for the local audience. Not only this, but all of the marketing was driving customers to buy online. Of course, Rapha generates most of its sales online – but the reason why Rapha calls its stores "Clubhouses" is because they want to build a local community with food, coffee, events, screenings, bike rentals and group rides. This is why we decided to focus on highlighting as much as possible in-store and increasing footfall.
Results
- We engaged more riders than ever before.
- We increased awareness of new product launches in store and increased footfall.
- We increased the frequency of social media posts to at least one post per day.
- Optimised all advertising on Facebook & Instagram
We highlighted in-store sales items to encourage an increase in footfall to the store.
We purposefully highlighted when a new product came into the store.
As well as products, we encouraged riders to use the Clubhouse as a social space.
We encouraged riders to watch bike races in-store with their fellow clubhouse members.
Themes
- Localised content strategy
- Social media management
- Content creation
- Paid social media advertising
Who we worked with
- Local Rapha team in Berlin