CANYON BICYCLES

Content & Social Strategy

Brief:

Canyon Bicycles wanted to refresh their approach to social and content, with a focus on how their channels could become the digital home of the ‘greatest bike club in the world’:

📈 How can Canyon be more impactful on social channels

🤝 Best approaches for stronger relationships with their existing fans

🫱 Suggestions to engage beyond core fans

🎬 Strategies for delivering and measuring this

Actions:

After discussing the challenges and existing strategies with various stakeholders our strategy included:

1. 𝘙𝘦𝘴𝘦𝘵 𝘸𝘩𝘢𝘵 𝘊𝘢𝘯𝘺𝘰𝘯 𝘳𝘦𝘱𝘳𝘦𝘴𝘦𝘯𝘵𝘴 𝘰𝘯 𝘴𝘰𝘤𝘪𝘢𝘭

• How do competitors/market leaders use social

• Why are values/a North Star vital for success

• How are these realised through content

2. 𝘐𝘯𝘴𝘱𝘪𝘳𝘦 𝘵𝘰 𝘳𝘪𝘥𝘦

• How can Canyon’s key marketing tenant of ‘Inspire to ride’ emanate through everything they do on social?

• Develop digital communities which represent ‘the greatest bike club in the world’?

3. 𝘊𝘩𝘢𝘯𝘯𝘦𝘭 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴

• What are the most appropriate and fertile channels for Canyon to be active on

• What purpose does each serve?

• How to maximise their USPs

• How do they support broader marketing and company efforts

• The best content for each channel and how to execute it

4. 𝘞𝘰𝘳𝘬𝘪𝘯𝘨 𝘸𝘪𝘵𝘩 𝘵𝘩𝘪𝘳𝘥 𝘱𝘢𝘳𝘵𝘪𝘦𝘴

• Influencers and creators

• Branded athletes

• Canyon staff

5. 𝘙𝘦𝘢𝘭𝘪𝘴𝘪𝘯𝘨 𝘵𝘩𝘦 𝘗𝘭𝘢𝘯

• How to plan and schedule content

• Content ideas and themes

• How to measure and report ongoing progress

Outcomes:

Canyon are in the process of rolling out their new strategy - to see what they’re up to, follow their hero accounts on Instagram, TikTok, YouTube and you could join the greatest bike club in the world.

We have continued to work with the team at Canyon, helping them with approaches to opening venues and much more.

There was Something About Canyon - get in contact to find out what that Something is About Us ✨