Charging up Cowboy's international paid social strategy

Cowboy are powering up the electric bike market with premium, sustainable electric bicycles that free up the city and beyond for their customers. At the forefront of an electric cycle revolution, it’s vital for Cowboy to get their products in front of the right riders. This is where Visualsoft came in, working with the brand to form an international paid social strategy that would be tailored to targeted regions in Europe. The main focus was in northern Europe, spreading the Cowboy brand to Germany, France, Belgium, the Netherlands and the UK. 

Continental considerations 

With multiple regions targeted in the strategy, there were a number of key factors we needed to take into consideration. Translations were an obvious issue, and we had to make sure that we were accurate when writing copy for each market. Creative assets had to be relevant and meaningful to local audiences, as well as tailoring campaigns demographic variations within these regions or cities with geographic targeting. Personalisation and focusing on where demand was high also became important aspects of achieving the kind of growth Cowboy wanted from their strategy.