Making Training With Power Accessible With Favero
We partnered with Favero Electronics on a social content campaign showcasing Favero’s pedal-based power meter, the Assioma.
The Brief
Favero, well known in their home market of Italy and other key markets in continental Europe, wanted to build awareness of their power meter, the Assioma, as the perfect training tool for cyclists and of the brand more generally as a manufacturer of high performance power meters for cyclists.
What We Did
To achieve the objective, and understanding that the majority of cyclists do not train with power, we storyboarded and created a series of social-first content designed to educate cyclists on the clear benefits of training with power. In addition, to engage cyclists with the Assioma and grow Favero’s social followings, we proposed a deep-dive unboxing video combined with a giveaway of an Assioma Duo power meter. We would use the Assioma Duo and publish the content on Cycling Pulse’s social channels.
The content included a long-form video titled ‘How to train with power: Everything you need to know’ to be published on the Cycling Pulse Facebook page (400,000 followers) and YouTube channel (25,000 subscribers), a series of three Instagram Story episodes to be published on the Cycling Pulse Instagram account (155,000 followers) on ‘How to train with power’ and an unboxing and giveaway video published on the Cycling Pulse Facebook page, YouTube channel and as an IGTV video on Instagram.
Published over the course of a two-week period the content performed excellently generating more than 540,000 impressions and 200,000 views.
Most pleasingly, the campaign generated over 21,000 engagements (likes, comments and shares) across the social platforms, generated more than 2,800 clicks to the Assioma website and resulted in Favero’s Instagram account growing by more than 5,200 new followers. In addition, we incorporated polls into the content to survey our audience providing valuable insight into power meter usage among cyclists from more than 10,000 respondents.