The rewards of traveling
Bike Bags & Gears that travel with you – whether it’s off-road, down the street, or across the country. Vincita reimagines new styles for modern cyclists. They listen to cyclists’ needs, problems, and ideas for life on two wheels. This dialogue inspires each bag design, which is then created and distributed by their passionate team.
Vincita was seeking a story to build that connection with a new group of potential customers. Instead of focusing on product’s latest features, they wanted to market the lifestyle aspect to appeal more to modern cyclists in Singapore and United States.
What We Did
We know the rewards of travelling go far beyond the picturesque views and vivid stories. For Vincita to avoid being associated with functional & practical products, we directed their marketing towards the “feelings” their brand evokes.
Strategy
- Content strategy
Campaigns
- Social Media Advertising Campaign
- Storytelling
- Creative messaging
- Influencer marketing (Youtube & Instagram)
As we developed a new story for Vincita, we also worked with micro-influencers to generate a lot of conversation in the cycling industry about the brand. Another way to change the brand perception is with brand x brand collaborations. Vincita partnered with cyclist-friendly cafes in Singapore (Sarnies & Tiong Hoe special coffee), as a result, the Instagram exclusive campaigns created great media ripple effects. Vincita was able to reach new audiences quickly while being seen as a customer-centric brand.
“
Mind Mode helped us dig deeper to fine tune how we can better serve our customers. We appreciate their attention to detail and creative approach.
– Isarapa, Marketing Manager Vincita
Outcomes
The consistent marketing effort on Youtube and Instagram over a year resulted in 105% increase in revenues. Influencer marketing and collaborations have increased the brand’s visibility tremendously. One of their Youtube videos generated 226,000 views organically. As for the existing customers, the new story being told has generated a 65% higher returning customer rate on the website. Vincita gave us complete trust to choose the right partnerships, fine-tuned key messages and campaigns to significantly impact their brand.
Credits
@paulromano_, @_atomlogue_
