Background

Huli is a revolutionary company, set up by entrepreneurs Steve Owens and Chris Lowe to disrupt the market. As keen cyclists, they were frustrated when planning a mountain bike trip through the Alps that there was no application out there that could help them plan their route – so they designed one of their own. Huli partnered with Big Red to make a noise when introducing their service to the market. Huli needed testers to use and critique their route planner, initially developed for cyclists, and employed Big Red to help them build their brand and engage users. Huli tasked Big Red Digital to securing 400 users over a 6 month digital marketing campaign.

What we did

Big Red employed a multi-channel approach to attract ‘Trailblazers’ to sign up and test the application. After Big Red's design and marketing team conducted a comprehensive digital audit review of the existing website, Huli were able to implement the recommended changes to take advantage of organic traffic to the site, as well as convert paid traffic.

Big Red Digital set up and ran a highly visible social media campaign across three channels to build a following, create brand recognition and encourage users to sign up as testers.

Big Red were able to implement a highly successful PPC campaign across Google, Twitter, Facebook and Instagram. A high impact content management strategy was carried out to reach new audience members, attract them to the website and keep new and existing users up to date with the latest advances in the application. This is in conjunction with on-site SEO work and ongoing consultancy to ensure Huli maximised exposure across all platforms.

Results

Due to shortened timeframes, the campaign was carried out over a 10-week period and managed to attract more than 1,180 users - 295% ahead of target.

A social media campaign managed to attract 704 followers, meaning Huli can build upon the work done to engage with their loyal following as the business expands its target market to runners, hillwalkers and climbers.

The multi-channel PPC campaign delivered excellent results – across 4 channels, on average the campaign had a conversion rate of 10.94% - Facebook had an incredible 15.71% conversion rate.

Through on-site SEO work and a sustained content strategy, the campaign drove nearly 9000 users to the website, and this exposure will continue long after the paid campaign has stopped.

Overall the campaign was a huge success and delivered valuable users, feedback and tangible evidence for Huli to make their exciting offering even better.