Shebeest is one of the most established names in women's cycling apparel, but their success has largely come from word of mouth. Triarc’s goal was to revamp their social presence.
Our process was simple, show people doing what they love while wearing Shebeest, and getting up close and personal with the product to showcase quality.
Over Black Friday and Cyber Monday sales weekend, we achieved a 7.6:1 return on ad spend.
Social should always reflect the lifestyle of the people you are trying to reach. Before our strategy, the feeds were entirely product-focused.
From organizing rides for photoshoots, to working with fans instead of models, our social strategy was designed to feel organic with few exceptions. When we did focus on the products, we noted features of the brand rather than treating each post like a product description on a website.
Capturing the spirit of a brand means working with the people that drive it forward. It also requires a bit of creativity to show what cannot just be told.
Organizing rides and getting folks in bibs might always be an undertaking, but the end result feels real. The smiles are genuine, and the product shines. When discussing features and quality, we found that macro photography captured attention as well as details.
Keeping customers coming back has never been a problem for Shebeest, but reaching new ones is always more challenging.
Our advertising structure used Google ads to reach people with direct intent to buy and Facebook ads to reach people who fit into the target demographic. We were able to find a consistent cadence by bringing in new consumers at a steady and sustainable rate and running seasonal sales remarket to current happy customers to maximize ROAS.