Report · 10 → 30 April 2024
Happy Bike Days
In two weeks, the campaign added up to over 90,000 in reach, on accounts that had stopped posting.
Happy Bike Days is the bike test festival in Houffalize, the mecca of Belgian mountain biking, held on the Roc d'Ardenne weekend. Two weeks before the 27–28 April 2024 edition, the Facebook page had stopped posting and the Instagram account was dormant.
I started with an audit, a competitor analysis (Vélofollies, Vélove, Bike Brussels) and SMART goals aligned with the event's own: more sign-ups, showing its success to brands and growing the community. I then relaunched both networks from 14 to 29 April, with a giveaway for a ticket, a post every other day, stories every day and sponsored posts. Every visual is mine, in the event's red brand.
The posts that worked best were the videos, the ones on test data (people love insights) and the ones where brands showed how many bikes they were bringing: visitors mentioned them to me the next day, at the festival.
Facebook carried most of the reach and clicks thanks to the sponsored posts: 2,211 clicks to the website against 42 for Instagram. Instagram, restarting from almost zero, took off mostly on the event weekend, with 1,205 accounts reached against 212 the week before.
The campaign, to replay
Before
Les Happy Bike Days auront lieu les 27 et 28 avril à Houffalize. Venez nombreux tester les nouveautés de nos exposants. Plus d'infos sur notre site internet.
@happybikedays
Day 0: dormant account
What it shows
- Digital strategy
- Content
- Paid
- Performance analysis
What I took from itMeasuring every week showed me what actually worked, and where to put the budget.