LAUF

E-COMMERCE LAUNCH

Lauf Cycling is an Icelandic bicycle brand based in Reykjavik, Iceland. They specialize in gravel bikes. The goal of this campaign was to amp up marketing and transition the company to relying only on e-commerce.


The primary marketing message during the launch phase was to introduce this change and highlight the benefits of purchasing a bike online to consumers. Due to the closure of the in-house stores, consumers are able to obtain the same quality product for a significantly lower price.

DIGITAL STRATEGY

PAID SOCIAL

PAID MEDIA

VIDEO PRODUCTION

COPYWRITING

STORYBOARD

LAUF

ECOMMERCE LAUNCH

Lauf Cycling is an Icelandic bicycle brand based in Reykjavik, Iceland. They specialize in gravel bikes. The goal of this campaign was to amp up marketing and transition the company to relying only on e-commerce.


The primary marketing message during the launch phase was to introduce this change and highlight the benefits of purchasing a bike online to consumers. Due to the closure of the in-house stores, consumers are able to obtain the same quality product for a significantly lower price.

517% increase in online sales

JAN 2020 - DEC 2020

VS PREVIOUS PERIOD

The US has been the primary focus market from the beginning. When we started working with Lauf in July 2020, they were in a transition period of moving all their business online and had seized all brick-and-mortar sales venues and resells in the US.

The initial idea was to be able to save overhead costs and management (e.g., communication with resellers) for the company while also offering consumers about a 25% lower price on the bikes than before, “cutting out the middlemen”, as the Direct To You slogan states.

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