Espin Bikes

CATEGORY
Health & Wellness, Sporting Goods

CASE STUDY - Launching the Espin Influencer Program

Espin is an electric bike startup focused on simplicity, efficiency, and sustainability. The idea came to founders Josh Lim and Yina Liu when they moved to San Francisco and encountered the city's (in)famous hills. Looking for new marketing channels to scale their growing D2C business, the Espin team partnered with Baotris to develop a data-driven strategy for influencer marketing.

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Key Strategies

1) Identify key personas through social listening and user research.

2) Source influencers with audience matching key personas for ToFu and BoFu Campaigns.

3) Track and measure the performance of every campaign to double-down on what's working and iterate on what's not.

The Process

By analyzing post-purchase surveys and conducting user interviews, the Baotris team mapped out the purchase journey of current and prospective Espin customers. Electric bikes aren’t impulse purchases, and since customers weren’t able to test ride e-bikes due to the pandemic, buyers looked to YouTube for reviews and to better understand the “feeling” of an e-bike. 

 

Based on this insight, Baotris sourced influencers whose audience overlapped with a key persona to create YouTube content. Working with Baotris, Espin had access to the Mavrck platform for easy tracking and measurement of all influencer-created content. And because electric bikes are still fairly new, the YouTube videos made for perfect evergreen content.

Espin E-bike NYC Youtube Screenshot
Espin Nesta E-Bike Review Screenshot
Espin Sport E-Bike Youtube Review Screenshot

The Results

2x ROI

18 Youtube Videos with a total of over 53,000 Views

Influencer-generated Instagram content with 865K Impressions, 39K Engagements