BikeFair is a fast-growing online marketplace for second-hand bikes. The platform already had a strong position among expats in the Netherlands, but wanted to take the next step: reaching and convincing Dutch cyclists too.
The challenge? Growing from a niche favourite into a widely known and trusted brand in a competitive market.
Together with BikeFair, we developed an integrated marketing approach aimed at both direct growth and lasting impact. The strategy rested on three pillars: performance marketing, branding and SEO.
We started with the basics: optimising the e-commerce infrastructure. By setting up smart integrations and launching campaigns on Google Shopping, among other channels, we saw revenue rise by +28% within just three months. A quick win that immediately made room for the next step.
To put the brand on the map with Dutch consumers as well, we rolled out a national awareness campaign. With a mix of video, display, social advertising, PR and print, we reached more than 800,000 Dutch people, with an average frequency of 2.4. This created both visibility and recognition.
For structural growth, we then shifted the focus to SEO. Based on in-depth keyword research, we narrowed the target audience's search behaviour down to eight key themes. Together with BikeFair's development team, we built a custom page-builder CMS. This let us automatically generate hundreds of SEO-optimised landing pages, fully aligned with current stock and the actual search queries of users.
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