Integrated Digital eCommerce

Summary

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.

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

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.

Success!

+1,239%

Media Impressions

+543%

Sales

+2,032%

Revenue

+209%

Return on Ad Spend