DIAMONDBACK
Who: Diamondback Bicycles
What: A site focusing on Diamondback’s new road bicycles to support sales at physical and online retail
Why: To give Experticity members product training and behind-the-scenes insights​
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Diamondback had been a long-time partner of Experticity and it was time to create brand new content that went further than typical product training and brand content. I wanted to make something exclusive and special and knowing that this content wouldn’t live anywhere else.
I pitched the idea of giving our members insights they couldn’t get anywhere else and to my joy, Diamondback was stoked on the idea and agreed.
For their road collection, I wanted to get insights from their VP of Product Development, Michael Brown while still giving Experticity members relevant information.
We only focused on a handful of bikes to talk about, not to overwhelm our audience, and I think we struck the right balance between editorial writing and need-to-know information Experticity members needed to buy and recommend Diamondback products.
The road bike-centric content was paired with brand story and mountainbike sites and Diamondback were excited with the results of the suite of content I created:​
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146,070 site engagements (146,705 engagements in total)
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82,583 Edu-Games passed/brand knowledge certifications
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Generated $4,336,151.65 in Diamondback sales on the Experticity e-commerce platform alone
Diamondback was a fantastic brand to work with and I look forward to working with them again in the future.