CASE STUDY: TROY LEE DESIGNS

Expansion of a Heritage Brand

Traditionally sold in bike shops and some mid-sized retailers, Troy Lee Designs was looking to expand Direct To Consumer and digital channels. An insourced approach was applied, taking on initiatives that addressed multiple areas of the business

INITIATIVES

  1. Re-platformed US and Canada sites

  2. Launched in EU market

  3. Implemented new Google and Social ad program

  4. Implemented Affiliate Marketing

  5. Email ESP Implementation

  6. Build digital team

  1. Integrated Team - Build team with ownership and accountability

  2. Communication Planning - Weekly planning and sync meetings

  3. Global Calendar - Coordinated and consolidated communications

  4. Project Management - Agile Project Management approach to drive functions

  5. Process Implementation - Leverage tools i.e. Asana, Project Briefs, Slack, Google

APPROACH

DELIVERABLES

  • Asset Management 

  • Brand ID Style Guide

  • Website Sliders

  • Social Assets

  • Display Ads

  • Email Templates

  1. Over 200% growth YoY during the pandemic

  2. Coordinated launches elevate brand positioning and increases overall sales.

    • Sales up 20% YoY from Mar/April ‘18 launch vs. Feb/March ‘19 launch with new launches

    • Bike Helmet sales up 28% YoY and Bike Gear sales up 13% YoY

RESULTS