Giant is the largest bicycle manufacturer in the world. As the category shifted toward social-first discovery and paid acquisition, Giant needed a partner who could shape the strategy and execute it across multiple international properties.
Giant was shifting its marketing mix toward social and paid digital across both US and Global accounts, without the in-house capacity to do it well.
The mix was tilting toward social and paid digital faster than in-house capacity could absorb.
Multiple regional pages, product lines and buyer segments — road, MTB, e-bike, lifestyle.
Accountability was required against brand and sales goals, not impressions.
Their services were so effective that we expanded responsibility and ad budget considerably. A trusted partner in helping Giant reach our brand and sales goals.
Defined the channel mix, audience model and measurement framework before touching the ad accounts.
Took live ownership of US and Global pages — calendar, creative production, paid media, community.
As US and Global performed, additional pages were folded into scope.
Tied creative work to brand health and sales contribution rather than vanity metrics.
Responsibility and ad budget expanded considerably, in Giant's own words, on the strength of the work.
Responsibility and ad budget expanded considerably, per Giant's marketing leadership.
Multi-page scope across US, Global and additional properties.
Endorsed as a trusted strategic and tactical partner.
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"Their services were so effective that we expanded responsibility and ad budget considerably. Strategic consulting plus tactical implementation. A trusted partner in helping Giant reach our brand and sales goals."