[Crankbrothers logo]
Sebastian: Hey, I'm Sebastian with Crankbrothers, and I want to show you our new Cigar Tool.
[Closeup shots of the cigar tool]
Sebastian: It is a compact tubeless ready kit. What’s include, is a water bottle bracket, aluminum storage case, top cap, which is threaded for CO2 storage and has an integrated plug fork, CO2 inflator, tire plugs, essentially everything you need to fix a puncture if you've never fixed a puncture before with a tire plug.
[Cigar tool m mounted on the frame of a bike Sebastian removes the cigar tool]
Sebastian: Let me show you how easy it is. So the first thing you have to do is find the hole. Once you find the hole, you want to use the fork to ream the hole.
[Sebastian uses the fork end of the tool to ream out the hole]
Sebastian: Use one of the included tire plugs and install it on the fork. Insert the plug into the puncture and twist as you pull out. Remove the CO2 cartridge from the top cap and install to the inflator
[The tire is now inflated]
Sebastian: Next time you're on the trail, don't forget your cigar.
[Closeup of the cigar tool and included components on a table. Crankbrothers logo.]
20EVO, a content and digital marketing agency, has been instrumental in driving business growth for Crankbrothers, a leading manufacturer of mountain bike components. Known for their innovative and disruptive designs, Crankbrothers partnered with 20EVO to enhance its digital presence, promote its new product lines, and engage with its customer base in a more meaningful and impactful way.
[Juan Pablo Raba is standing by his car there is a YT mountain bike on the back]
Juan Pablo Raba: Hi there. My name is Juan Pablo Raba and I am a professional actor. Or at least I like to consider myself as one. Anyway, when I am not on set, I am usually riding bikes. Why? Because I love bikes. I love them so much that sometimes brands give me their products so I can test them before they hit the market. Like these shoes from crankbrothers. I have been riding them for over a year now, all sorts of conditions and look at them. They are holding up so well. They're durable, breathable, reliable. They have this pocket, lace pocket,
which is great. They're awesome to ride and they're also awesome to walk. You know, you don't have to look like a duck when you're having your beers after the ride. I just love them. The only bad thing about them is they're a prototype. So these are the only ones I have. Gosh, if only I could get a new pair.
[The crankbrtothers van approaches . A box of fresh shoes is thrown from the van. Juan opens the box. revealing a fresh set of shoes]
Juan Pablo Raba: I did not see that coming. Oooh, cleats are pre-installed ready to ride. Let's go. Thank you, crankbrothers!
[He puts on the shoes. Juan clips the shoe onto the bike pedal. He is now headed down a steep rocky trail towards the camera.]
Title: New crankbrothers shoes Crankbrothers logo
Challenges
The introduction of Crankbrothers’ new product lines, including carbon wheels and a new shoe line, required a strategic marketing approach to drive awareness and sales. Crankbrothers also needed to effectively communicate the benefits of its bike tools, with a focus on educating customers on their usage for on-trail bike repairs.
The 20EVO Solution
20EVO developed a comprehensive digital content strategy, utilizing high-quality video assets to showcase Crankbrothers’ new products and demonstrate their usage. The strategy revolved around three main elements:
Product Demonstration Videos: Models were filmed using the new Crankbrothers shoes, demonstrating their comfort, durability, and functionality. These videos were designed to be informative, helping potential customers make informed purchase decisions.
Technical How-to Videos: 20EVO produced a series of videos that provided detailed instructions on how to use Crankbrothers’ new on-trail bike repair tools. This helped to position Crankbrothers as a brand that supports its customers beyond the point of purchase.
Celebrity Endorsement: In a strategic move to appeal to a broader audience, Colombian actor Juan Pablo Raba Vidal, known for his role in the Netflix series Narcos, was featured in a video promoting his love for the new Crankbrothers shoes. This endorsement served to heighten the brand’s visibility and appeal.
Professional Athlete Testimonial: Monica Calderon, a professional mountain biker, was featured in a video comparing the Crankbrothers Highline Dropper Post vs. a traditional rigid seatpost for XC racing. Her endorsement provided credibility and real-world validation of the product’s performance.
Results
The digital content strategy delivered by 20EVO significantly boosted Crankbrothers’ product visibility and consumer engagement. The product demonstration and how-to videos became valuable resources for potential customers, while the celebrity endorsement and professional athlete testimonial amplified the brand’s reach and credibility.
The collaboration between 20EVO and Crankbrothers continues to generate positive results, with increased website traffic, higher product demand, and enhanced brand recognition.
Conclusion
Through innovative digital content strategy and high-quality video production, 20EVO successfully supported Crankbrothers in launching their new product lines. The case illustrates the power of well-executed content marketing in driving brand engagement and product awareness.
