Schwinn Integrated Digital eCommerce
Project Overview
American original bike brand, Schwinn, tapped Overdrive to promote their new electric bikes, as well as their non-electric traditional bikes. The campaign was geared towards driving both brand awareness in the category as well as direct eCommerce sales from their website.
Services Provided
- Marketing Plan Development
- Ecommerce Customer Journey Mapping and Strategy
- Media Planning and Management
- Paid Search Management (SEM)
- Google Shopping Ads Management
- Paid Social Management
- Ad Creative Development
- Campaign Tracking and Analytics
Campaign Highlights
Marketing Plan Development
Overdrive developed a plan for Schwinn to increase sales of its products- electric bikes, kid’s bikes, and biking accessories and create brand awareness with its target consumers.
Plan development goals included:
- Growing DTC sales for in-stock products in electric, kids, and accessories
- Setting up long term search and PLA program
- Support for campaigns and Schwinn communication goals
- Brand awareness
- Bikes and kid’s bikes product launches
- Community engagements
Marketing Plan Development
Overdrive developed a plan for Schwinn to increase sales of its products- electric bikes, kid’s bikes, and biking accessories and create brand awareness with its target consumers.
Plan development goals included:
- Growing DTC sales for in-stock products in electric, kids, and accessories
- Setting up long term search and PLA program
- Support for campaigns and Schwinn communication goals
- Brand awareness
- Bikes and kid’s bikes product launches
- Community engagements
Customer Journey Mapping and Strategy
Overdrive planned and wireframed Schwinn Bikes’ end-to-end customer journey from the first ad impression to the final sale and built all its required components.
Media Planning and Management
Overdrive developed a comprehensive media plan that identified high-value site direct media properties as well as a programmatic approach. This ensured Schwinn’s presence around key content as well as based on user intent.
Paid Search Management (SEM)
Overdrive launched a comprehensive paid search program, coupled with the design and development of conversion-optimized paid search landing pages, which resulted in significantly increased conversion rates and ROI. In preparation, Overdrive assessed:
- Previous program history
- High-value keywords
- Ad text optimization
- Program history tracking
Google Product Listing Ads (PLAs)
To improve Schwinn’s e-commerce presence, Overdrive developed a network of product-specific Google Product Listing Ads (PLAs) to help drive online sales via Schwinn’s e-commerce platform.
Display Ad Creatives
Overdrive created highly visual e-commerce static and HTML 5 animated ads and deployed them across high-value online properties.
Social Ad Creatives
A series of ads was created around the different unique benefits of Schwinn’s electric bikes. These ads leveraged Schwinn’s photobank of their bikes being enjoyed in a variety of scenarios, showcasing their versatility of usage and userbase.
Video Animation Creation
Overdrive then edited social animations to stand out in the newsfeed, which complemented their static counterparts with footage that aligned with selected photography.
