Putting Cycology's hand-drawn cycling designs in front of riders as a crowded market moved beyond the pandemic boom.
Digital MarketingCampaign ManagementReporting & AttributionStrategy & Audits
Cycology
The 2022 peak-season programme faced two pressures: more brands competing for attention and slowing cycling demand after lockdowns. Cycology needed distinctive creative and a way to understand campaign impact beyond views and clicks.
The project
Founded in Australia in 2011, Cycology creates cycling clothing featuring artist Sarina's hand-drawn and painted designs. Overdose Australia supported digital campaigns across Australia, the United States, Europe and the United Kingdom.
The work spanned Google, Meta and YouTube. A review of previous video activity and a platform-specific strategy session helped the brand adapt its creative for YouTube audiences.
Measurement also examined the relationship between advertising exposure and branded searches, providing another view of how video contributed to customer interest during the campaign.
Scope
- Digital Marketing
- Campaign Management
- Reporting & Attribution
- Strategy & Audits
Platforms & integrations
The shared platform records behind this case study.
Integration
Platform
Digital Marketing
Platform / integration
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Results
- Increased brand ROAS+50% Increased brand revenue+9% Increas…
- +20%
Client love.
“We were very pleased with the results achieved by ramping up our YouTube advertising during the critical and noisy Black Friday sales period. We definitely seemed to benefit with the added exposure afforded to our brand via this channel.”
Michael Tomchin,
Owner
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