Tour de force – Helping Brustor to get ahead of the peloton

Belgian pride = Brustor

Brustor – Belgium’s leading outdoor living expert, specialized in patio covering, awnings and screens – is the proud sponsor of a successful cycling team, Alpecin-Deceuninck. However, this fact seemed to be going unnoticed. Cue our digital marketing experts, because Brustor has been in a loyal partnership with SQLI Ghent since 2019. So, we set to work with this new challenge. 

Brustor’s priorities for this campaign:  

1. We want to gain more awareness of the fact that we are a proud sponsor, in Belgium but also in our most important European markets.  

2. We want to establish the link between our sponsorship and our brand.   

3. Lastly, we want to generate qualitative warm leads as a nice little extra. 

With the cycling season kicking off in Spring, they want to highlight the classic races, and give the campaign an extra boost during the big cycling events like the Tour de France, the Italian Giro and the Spanish Vuelta.  

Every race starts with a strategy 

Supplied with the customer’s brief, our team took the challenge and developed an overall campaign concept that complements the always-on Outdoor Hero campaign. For this particular cycling campaign however, we established 3 new personas in the awareness phase: the cycling fan, the cycling tourist and the professional cyclist. One thing they have in common: they want to experience cycling in comfort, which they can with the help of Brustor products.  

• Our primary objective is to build up the brand, by creating reach, impressions and ad recall lift. At this stage we’ll focus on the big cycling events in each region. 
• Our secondary objective will be to expand our online community by encouraging engagement and, finally, tempting them with a contest to generate extra traffic and lead generation. 
• Our social media platform of choice: Meta.

The 4 peak campaigns will follow the cycling calendar, as shown on our image.  

Our approach in is two-pronged:  

1. We let our assets and posts run during the Lowland classics (like de Ronde van Vlaanderen, Paris-Roubaix, Amstel Gold race), the Giro and the Vuelta. For this we use the same assets, but in the language of the targeted audience: Belgian, Dutch and French for the classics, Italian for the Giro and Spanish for the Vuelta. 
2. To have some variation, these same audiences will be targeted with a set of different assets during the Tour de France.  

For the platforms, we suggested Facebook and Instagram and YouTube, as advertising on these platforms has the largest possible audience we can reach. After a quick consultation with our client, we decided to move ahead with Meta so we could focus all of our efforts on optimizing and getting the best results.  

Unique video shoots, reels and engagement posts

Thanks to our designers with an eye for video production, we shot and edited our own reels which highlighted each of our different personas.  

For the engagement posts, we opted for some fun gamification, audience participation posts and static posts with a linked lead form for lead generation purposes.  

Curious? You can find them in situ on the Brustor Facebook page.  

Slow and steady wins the race? We got some fast results! 

With the first phase of our campaign over, we can already give you some winning results.  We reached a qualitative audience of hundred thousands of people, resulting in hundreds of leads with an impressive low cost per landing page view.

We can conclude that we are right on track with our approach, and we are strategizing away to incorporate these results into our second phase. Don’t hesitate to keep an eye on your socials to see if we can interest you in a Brustor pergola.  

But maybe you’re more interested in getting similar results for your own products or services? As a digital marketing agency, we’re already fans of devising a winning strategy and content creation to get your brand and sales to the finish line. Give us a digital wave, and we’ll be happy to schedule a call or a visit to go over your options.