Back in April of this year the Ride UK brand took on a new online editor in the form of Richard ‘Cleggy’ Rowlands. Cleggy is Mr BMX, with a personality to match, so it made sense to try him out. He was initially tasked with increasing traffic to the site and expanding the brands social offering.
In April the site averaged approximately 45,000 unique users per month, with just over 200,000 page views.
By focusing on engaging with a new generation of BMXer (Ride UK’s key target demographic is 13-19 year olds), Ride UK now has more than doubled the number of unique users on the site, as well as the number of page views. Ride UK’s social strategy has been core to this success and now refers 3 times as much traffic to the site now than as it did in April.
Rather than treating social as a broadcast medium, Ride UK has developed a more in-depth approach to its social networks. By truly engaging with these audiences on Facebook, understanding the medium and sharing the correct content, Ride UK has now more than 115,000 likes and has one of the highest engagement rates in the UK as indexed by Social Bakers.
Facebook Engagement Rate = The number of likes, comments, and shares of posts on this company’s Facebook page, per thousand page likes. (Source: Rival IQ)
This has now opened up new opportunities for industry brands and advertisers alike to access this audiences as part of their campaigns. Ride UK is now at the forefront of what has been traditionally a tough market, in a thriving community which can be leveraged in the correct way to drive engagement for different brands.
Not content with this achievement, the Ride UK team have got big ambitions for 2014 to extend the reach and appeal of BMXing to even larger audiences with a number of events already planned to increase interaction and engagement further. For more information on how Ride UK can help your brand, please contact Adrian Hogan.