The Pedla were flying during COVID when the solo-sport of cycling exploded. But when the world reopened, the brand was not immune when ecommerce sales industry-wide crashed back to earth.
Prior, their old playbook of frequent EDM discounts and short-term activations dominated their strategy. Now? It wasn't.
So, I helped them shift gears. Instead of chasing immediate sales, I rebuilt their media strategy around long-term brand and demand building. I split focus: 5% ready-to-buy now, 95% still sitting on the fence (or on no fence at all!). The result was a complete overhaul, not just in creative - but in how they thought about growth. What came out the other side wasn’t just a better campaign. It was a business with a proper marketing engine geared for sustainable, post-COVID success.
