Raleigh Digital Marketing Campaign
Sports Equipment, Cycling, Fitness & Lifestyle
Digital Marketing and UX app Design for Raleigh targeting Gen Z consumers
This project developed a digital marketing concept for Raleigh, the iconic British bicycle brand, to revitalise its appeal among Gen Z while maintaining engagement with its loyal Gen X audience. By leveraging Raleigh’s rich heritage and combining it with modern digital innovations, the strategy focuses on re-establishing the brand as a leader in the cycling market through targeted campaigns, a custom app, and creative partnerships.
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A thorough market analysis was conducted to understand Raleigh’s strengths, challenges, and opportunities. The research included:
Primary Methods: Consumer analysis to identify the needs of Gen Z and Gen X, focusing on their preferences for sustainability, digital connectivity, and cycling as a lifestyle.
Secondary Methods: Industry trends in retro aesthetics, sustainable transport, and digital fitness tracking.
The findings informed a comprehensive digital strategy centred around a social app and targeted collaborations with retro and sustainable brands.
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The resurgence of vintage trends and increasing focus on eco-conscious transport provides Raleigh with a unique opportunity. Gen Z, drawn to nostalgia and sustainability, aligns well with Raleigh’s heritage, while Gen X’s loyalty offers a foundation to drive brand growth. Leveraging a blend of technology and tradition allows Raleigh to engage these two audiences effectively.
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The three-year marketing plan is designed to bridge the generational gap, utilising nostalgia, sustainability, and digital innovation:
Year 1: Launch the Raleigh app, featuring social networking, bike route recommendations, fitness tracking, and challenges. This retro-styled app builds community among cyclists and promotes engagement. The app also includes a store for seamless purchases and exclusive offers.
Year 2: Establish strategic collaborations, such as with Beyond Retro, to design campaigns and products that merge vintage aesthetics with Raleigh’s identity. Exclusive partnerships aim to attract younger consumers, with social media campaigns driving awareness.
Year 3: Expand digital offerings by integrating services like Spotify playlists and retro cycling jerseys into the app, enhancing user experience. This phase focuses on cementing Raleigh’s position as a modern, stylish, and sustainable brand.
Success metrics include app downloads, user engagement rates, social media reach, and increased sales of both vintage and modern bike models.
By blending its storied past with cutting-edge digital strategies, Raleigh is positioned to capture the interest of a new generation while deepening connections with its existing audience.
Project Details
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Revitalising heritage brands like Raleigh requires a delicate balance between preserving their historical identity and integrating modern trends. Raleigh can leverage its nostalgic appeal by drawing attention to iconic products like the Chopper bike while using digital tools to engage younger consumers. Key strategies include launching a retro-inspired app, collaborating with influencers to showcase the brand’s history, and developing campaigns that celebrate its contributions to British cycling culture. By blending heritage with innovation, Raleigh can attract a multigenerational audience and maintain relevance in a competitive market.
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Branded apps are powerful tools for enhancing customer engagement. Raleigh’s proposed app combines nostalgia with functionality, offering features like fitness tracking, route sharing, and a digital storefront. The app’s retro aesthetic appeals to older customers, while its gamified challenges and social networking components attract younger users. By integrating data collection and personalised recommendations, the app can provide value beyond cycling, positioning Raleigh as a lifestyle brand. Successful branded apps require intuitive design, regular updates, and targeted marketing to ensure widespread adoption.
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Gen Z’s focus on sustainability, digital interaction, and affordability shapes their purchasing decisions. Raleigh can tap into these preferences by highlighting its eco-friendly transport solutions and retro-inspired products. A focus on digital-first campaigns, such as Instagram stories and TikTok challenges, aligns with their consumption habits. Moreover, offering flexible financing options for bikes and accessories can address their budget-conscious nature. Raleigh’s strategy must emphasise storytelling, community-building, and sustainability to forge deeper connections with this influential demographic.
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Collaborations with vintage-focused brands, like Beyond Retro, offer Raleigh an avenue to connect with fashion-conscious consumers. Such partnerships blend retro aesthetics with sustainability, resonating with both Gen Z’s eco-conscious values and Gen X’s love for nostalgia and thrifting. Limited-edition product lines, such as vintage-themed bikes paired with retro-inspired clothing, can create buzz and exclusivity. Promoting these collaborations through social media and in-app features ensures visibility while enhancing Raleigh’s reputation as a brand that respects its history while embracing modern trends.