Brooks England #OnTheRivet

  • Jim Holland
  • Jemima Garthwaite

THE CHALLENGE The C13 saddle was Brooks England's re-entry into the pro cycling world. After 75 years, they had lost their reputation amongst the pros. No serious cyclists would listen to Brooks talking about competition saddles. So we stayed silent. On the rivet “Extreme physical exertion. As hard as you can.” The C13 had rivets to get pro cyclists literally back #OnTheRivet for the first time this century. THE STRATEGY 1. Finding our audience with a pre-release testing 2. Telling an epic story with the help of the pros Facebook Link Ads showed our influencers describing the feeling of being #OnTheRivet to raise awareness while driving sales of a limited release of 259 saddles. 3. Focusing on the product to drive sales We retargeted our audience combining traditional paid social ads highlighting the C13 features with innovative formats like Facebook Canvas that allowed an immersive video experience.