Aropec case study

Client: Aropec

New to UK market triathlon and sportswear brand

Services: Content, advertising, strategy

Platforms: aropec.co.uk, Facebook, Twitter, 3rd Party

Content: Editorial, video, photography, print creative

The brief (in brief)

eric was tasked with creating a variety of content, both video and editorial, to improve SEO and raise awareness, while building the brand reputation and credibility across all channels.

What we did

1. Hygiene content. As Aropec was new to the triathlon market, it needed to build up a library of training advice, this is expected of any brand in the sector and is the foundation of any content offering. Covering everything from core strength to how to use cleats, with limited time with an expert coach, we managed to shoot 20 advice-based Aropec Sessions videos in a single day.

2. Brand positioning. The first element of work involved positioning Aropec within a very competitive sector. In launching the ‘Real Athletes’ campaign across print media, we made the first steps in establishing Aropec as an accessible brand to all – affordable for beginners, but not compromising on quality.

3. Community engagement. To bring Aropec closer to the grassroots triathlon community, we launched the first-ever Aropec Community Triathlete Award, presenting it to Deric Hartigan, an Irish athlete who inspired a team of beginners to do a series of triathlons across Ireland.

The results

Even with Real Athletes still in the early stages, from June 2016-September 2016, Aropec reported an 18% year-on-year increase in sales, with 35% year-on-year increase in website visits. Social media channel engagement increased with Twitter followers doubling and Facebook visits trebling. Anthony Rowe, managing director, Aropec UK, said of eric: “We’re new to the triathlon market, so the support of eric has been essential in these early stages. We know we have the product, and with eric’s marketing strategy and creative it’s enabled us to relay our message in the most concise and creative manner. Real Athletes has helped to define our position within a very competitive market.”