Thousand for All
Thousand | Multi-Channel Content Series | 2021-2022
The Problem
With an influx of new customers from pandemic-fueled interest in cycling, Thousand wanted to avoid being labelled as just a helmet company, and instead positioned as a brand that stands for car-free lifestyle and champions values like diversity, inclusion, and sustainability..
The Solution
Create an evergreen content series to legitimize Thousand’s identity as a champion for car-free mobility for people of all backgrounds.
The Strategy
Leverage Partnerships: Feature influencers that represent Thousand’s brand values and can increase the campaign’s organic reach.
Capture Multi-Use Content: Ensure visual assets support storytelling and conversion-focused messaging to optimize small production budget.
Omni-Channel Strategy: Optimize content for its touchpoint in the customer journey.
Blog: Long-form interviews to speak to already highly brand-loyal, engaged customers
Instagram: Short and interactive visuals to serve as easy introduction to brand’s values
TikTok: Short-form video that is aligned with social trends appropriate for the brand for discovery
Email: Clickthrough and conversion-focused content to get mid-funnel audience to the site
The Results
The first Thousand for All feature launched in 2021 across Thousand’s blog, email, and social channels, with following features launching roughly every 3 months after that.
Key metrics:
2x more views on average than non-partnered posts on social media
3% website clicks from social
24% open rate on email
4.5% click rate from email
Building Equitable Spaces
When it comes to urban planning, many of us think of city infrastructure as things that just… happen. That the bike lane that disappears from the middle of the street or the bus stop that’s built without any shade are examples of just how it is and how how our cities were built. But Tamika Butler (she/her/they/them) wants to challenge that way of thinking.
Celebrating Open Streets
From riding his bike along the river paths by his childhood home to organizing the largest open streets event in the United States, Romel Pascual’s love for cycling and for cities has been lifelong. Today, he is a vital voice in the city of Los Angeles advocating for urban mobility and accessibility as the Executive Director of CicLAvia.
Skating in Style
Joshy Soul, a musical artist and lifelong skater, is one of the people helping bring roller skating back in style. We met up with Joshy on a beautiful sunny day at the Venice Boardwalk, where he grew up skating and continues to practice and impress on 8 wheels.
