Strategy

To familiarize people with its company, State Bicycle Co. first created a Facebook Page. A good starting point for any business. From here they updated their profile picture with the company’s logo and added a cover photo featuring an image of one of their new fixed-gear bikes.

They then added milestones to their Page to define key moments, such as “State Bicycle Co. wins Wolfpack Marathon Crash Race.” Milestones are a nice way of highlighting a company’s history and telling a story.

The company then ran Facebook Ads to drive bike sales. They were able to use some specific targeting to test correlation between certain likes. For example they used Broad Category targeting, including “Arcade Fire”, “M83,” and “Passion Pit” to test a correlation with certain areas of music. They also focussed on rival brands and generic keywords such as “fixies,” “track bikes” and targeted people living in cities with ads promoting specific events.

To increase engagement in their announcements they hosted frequent photo contests on its, ran a weekly event they called “Facebook Friday,” which included a discount coupon specifically for fans who see their posts on Fridays and a great deal more. They also used sponsored stories to promote this.