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VanMoof

Launching a New Breed of Bike Tech

Overview

Amsterdam-based bike maker VanMoof, known for its intelligently designed city bikes, looked to break into the U.S. market with a new line of “Smart” bikes unlike anything American riders have ever seen.

Working with a shoestring budget, Fast Horse was tasked with spreading the news of VanMoof’s innovative technology and empowering people to embrace bikes as a smarter means of transportation.

Our Approach

  • Leverage the launch of the Smart bikes to tell a broader story – how the brand is ushering in the future of city transportation
  • Illuminate the tech that sets VanMoof apart and dispel preconceived notions associated with electric or “e-bikes” 

  • Generate major buzz with a mix of national bike, tech and lifestyle-focused media, by showcasing specific features that resonate with each unique audience
  • Earn coverage from key New York media to generate foot traffic into new Brooklyn store
  • Engage relevant influencers to drive awareness and lend credibility
Our Approach

Launch Event

VIP launch event at the new Brooklyn brand store attracted a wide variety of influencers, who were among the first to take the bikes for a spin

Launch Event

Building Buzz

With a small marketing budget, telling the VanMoof story through earned media became the focal point of launch efforts

Building Buzz

Building Buzz

Targeted, customized pitching was critical to driving coverage from A-list media outlets

Building Buzz

Building Buzz

Influencers became advocates and drove widespread social media buzz

Building Buzz
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Results

  • More than 100 high-profile stories generated 300 million impressions
  • Hailed as “Tesla of Bikes”
  • Surpassed presale campaign goal in 6 hours
  • Reached $1MM in sales during the campaign’s first week, far exceeding expectations