Rapha

Driving New Growth

Brief

SHIFT Active Media won the Rapha Media Planning & Buying assignment following a competitive pitch. SHIFT were tasked with achieving a step-change in Rapha’s ecommerce marketing effectiveness, utilising their best-in-class creative.

Insight

Through SHIFT’s in-depth knowledge of the target audience – and additional global research – we identified that Rapha needed to achieve a new optimum mix of channels to reach the target audience effectively, as our data illustrated that no one media channel was seen by more than 20% of cyclists. The data also uncovered new insights on the purchase journey, especially around the role of seasonality and how riders researched new kit purchases, which further enhanced our strategy.

Solution

SHIFT's strategy for Rapha was designed to deliver in three core areas: creating cost efficiency within campaigns; planning and optimising at key points in the year; and identifying a more effective channel mix.

Experience

Our dynamic and multifaceted approach spanned seven key pillars of success. This ranged from mastering the performance marketing ‘brilliant basics’, to identifying the threshold levels of support ‘hero campaigns’ required from the brand media budget.

Results

In year one of Rapha and SHIFT working together the brand increased its new customers by 30% with less media budget than the previous year.

SHIFT are industry and marketing experts, using their knowledge and insight to help build the Rapha brand around the world and importantly they are a great team to work with.

Tom McMullen

Global Marketing Director