Focus: Brand Development & Brand Awareness

Goodordering are a female-run urban cycling accessories brand, based in East London. With unique and distinct design, the brand had gained good traction since launching in 2014, but was looking for further brand awareness to drive sales. 

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I began working with Goodordering founder Jacqui Ma to refine the brand concept, and identified opportunities to open the world of cycling up to more women, to broaden the customer base and grow the brand community, in an organic way. This was achieved by firstly focussing on the brand mission and associated language used to describe the brand, events and activities Jacqui took part in to promote the brand, and refining messaging through a new brand press release. From here, we introduced an exciting press experience in partnership with legendary cycle shop Tokyobike, to engage key influencers with the brand and break down some of the common barriers that women associate with cycling. We hosted 3x 'Girls Riding Bikes' events, one for fashion influencers, one for LGBT press, and one for lifestyle press, with every participant rediscovering the joy of cycling and associated sense of freedom. This resulted in numerous press features and Instagram content in support of the brand mission - one blogger even bought a brand new 'mermaid' bike immediately afterwards, having not ridden since she was a child. Other areas of focus included promoting family cycling in relation to Goodordering's kids range, and promoting the brands ground-breaking magnetic eyewear range, including through Kickstarter. 

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Examples of press features achieved for the brand included coverage in the highly-covetable high-reach 'Stylist magazine', interviews with founder Jacqui on leading edge 'Monocle Radio', 'Seize the Day' podcast, and 'Hack the Entrepreneur' based out of Canada, alongside bloggers with a combined Instagram reach of over 600,000.