CAROL Bike

CAROL Bike is the world’s most efficient exercise bike. Using AI-personalisation and Reduced Exertion HIIT (REHIT), CAROL Bike has 5-minute long workouts that are scientifically proven to deliver superior health and fitness benefits in 90% less time compared to regular cardio.

In mid-2022, CAROL Bike partnered with StrategiQ to upgrade their thinking to match and reflect their product innovation, transitioning from CAROL Bike to the upgraded “CAROL Bike 2.0”. The mission was clear: develop an organic social media campaign to galvanise CAROL’s existing community while attracting fresh interest.

Our strategy was community-first. Our tactics were to employ highly-valuable content; best-practice community engagement; and encourage customers to share user-generated content (UGC). We mapped audience psychographics and replied to every comment, tag and mention of CAROL; building audience trust through one-to-one conversations, and creating brand advocates. Once we’d turned comment sentiment to 80% positive, we launched content encouraging riders to tag us in their workout photos and videos.  

CAROL Bike’s rebranded website had three sections to it: science, community and habit. We mirrored these in our campaign implementation, creating six clear content categories for each channel. We assigned a brand colour for each segment to create associations with certain topics and increase familiarity with, and clarity about, our content.

We introduced a face to the brand: co-founder Ulrich, who we used as on-camera talent to answer FAQs on Instagram Stories and explain the science behind CAROL. CAROL also knew they had customers who’d purchased the original bike just before the release of CAROL Bike 2.0, and we knew those customers would be frustrated at having the ‘old’ version. Working with CAROL’s customer service and product team, we created a list of FAQs and crisis communication responses, anticipating the potential outcry. Since then, we’ve replied to every single comment and concern, receiving hugely positive feedback about the new product as a result.