2012 aiga minnesota Design Show

Our brief for this project was simple: create something that celebrates biking and taps into the idea that bikes make our world a better place. We were inspired by simple, clean illustration because when you really think about it, bikes are just that: clean and simple. The look and feel was genuine, real and heart-warming. Our client responded well to our work throughout the project, and in the end said the work gave them goosebumps.

Delivery of Work

PR outreach strategy began with most influential media and blogs, tapering off to least influential. When traffic was received from a high quality third party channel, there was a higher quality view, meaning greater conversation to pledge signing and sharing. This helps explain the traffic-driving transition from beginning of campaign to the end.

Overall, the campaign succeeded from a total quantity impression standpoint for the People for Bikes brand. The success of conversion to pledge signatures was not immediately realized during the campaign. However, the assets will still live and function as a pledge signing component, providing the continued opportunity for users to sign the pledge.

The Results

Our client was very pleased, to say the least. Their business improved because more people became aware of peopleforbikes.org, and more people signed the pledge than otherwise would have. While the conversion to pledge signing tapered throughout the campaign, the total impressions increased in quantity. Users were converting to pledge signing in fewer numbers but they were still sharing the content.This is indicated by “liking” the PFB Facebook page (averaging over 100 more per day than PFB average) as well as subscribing to the YouTube channel (almost 7 times the subscribers than PFB average) in high volume.