Challenge
But the market was saturated, attention spans were short, and social media had become a wasteland of soulless brochures masquerading as content. Trek needed more than visibility. They needed connection. Authenticity. A story that could bring people together, both online and on the road.
Opportunity
Trek wasn't just here to sell bikes; they were here to bring immense fun to riding. That meant redefining their social media presence—not as a digital showroom but as a living, breathing extension of the brand’s DNA: Incredible Hospitality.
This was an opportunity to go beyond corporate messaging and celebrate the riders, the mechanics, the ambassadors, and the everyday cyclists who keep the sport alive. To inject energy, personality, and above all, purpose into every post, conversation, and interaction.
Approach
We decided to take a less serious approach. No more lifeless product shots. No more generic captions. Instead, we crafted a content, creator, and social strategy that put people at the heart of everything. Essentially customer experience should be the same offline as well as online.
- Rider Stories: We gave the community a voice, spotlighting the journeys, struggles, and triumphs of everyday cyclists.
- Trek Ambassadors: The people in the shops weren’t just staff—they are the custodians of the brand. We gave them a personality online, making them as much a part of Trek’s story as the bikes themselves.
- Entertainment Meets Education: Forget static posts. We created content that entertained, informed, and—most importantly—invited engagement. The goal? To bring the “social” back to social media.
- Innovation & Customization: Trek’s tech, design, and sleekness weren’t just specs on a website. We brought them to life, merging performance with personality, fun with function.
Results
- A Thriving Online Community: Trek Singapore’s social following grew significantly, not just in numbers but in engagement, conversation, and loyalty.
- A Brand That Feels Human: Trek isn’t just a cycling brand—it’s a host, a guide, and a trusted voice in the community.
- Real Organic Engagement: We didn’t chase vanity metrics; we built relationships. Purposeful collaboration and trust translated into meaningful connections, on and off the bike.
- A “Social” Playbook: This wasn’t just about marketing. It was about having brands show up online—as real, as present, and as passionate as the people they serve.
Visit Trek Singapore IG Page: https://www.instagram.com/trekbikessingapore/
