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A small team doesn’t have to mean small creative output. Brompton Bikes increased its conversion rate by 97% with creative automation. Find out how. 

 

Category

Consumer Goods

Industry

Cycling/Bikes

Market

UK

Platform

Facebook / Meta

The Challenge

Brompton Bikes’s digital marketing team began four years ago as one person with a big job to do. Digital marketing was growing, but the team didn’t have the time or processes to keep up with the amount of ad creative needed.

Brompton Bikes sits at an interesting junction in digital marketing. It advertises its products direct to consumers, sending customers to its own site, but also via local retailers' websites where customers can now book test rides.

This gives Brompton Bikes an additional challenge - localising content across hundreds of micro markets within countries and cities across Europe.

These different markets were being measured with different metrics, via different agencies. Some were focused on clicks. Others on sessions or revenue. There was no single view of what was working, or a simple way to act on it.

On top of this, ad creative was taking too long. Every new variation meant more work for an already stretched team. That made it harder to test ideas, learn what worked and quickly build on those results.

Brompton Bikes needed to move faster. It needed more creative, more testing and more learning, without adding more hours to the day.

Key Obstacles


  • Turning online attention into offline in-store sales
  • Small team struggling to produce the volume and variety of ad creative needed.
  • Lack of process and ownership within a relatively new digital marketing team.
  • Creating and testing different ad variations taking too much time, limiting Brompton’s ability to learn and scale.
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 “Something that would take our team internally hours to do, we can produce in minutes now that we know how.” 

“When we request multiple variations and then two weeks later, we want something different, the perception internally was that we didn't know what we wanted. But actually now they can see the benefits of having all of these variations. It helps us convince our team internally that we need Automated Creative for Germany, as well as understanding the benefits for other countries.” 

Lisa Calvino

Head of Digital Marketing at Brompton Bikes

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The Strategy

Automated Creative gave the team a faster way to create, test and adapt its ads at scale.

The team started using Automated Creative to build multiple ad creative variations and tailor them to different audiences and stages of the funnel. This means they can now split their creative across awareness, consideration and conversion, giving each ad a clear job to do.

It’s also made it easier for teams to work together. Brompton Bikes’s design team can now build creative easily for Meta, thanks to Automated Creative’s creative automation, instead of creating one piece of creative that has to work everywhere. The data they get from each creative’s performance is used as a guide to what should come next.

Brompton Bikes has changed how it thinks about creative, too. Automated Creative has helped the wider marketing team see the value of testing more variations, swapping out ads and learning from the results. This has turned the small team into a creative engine that drives Brompton Bikes’ marketing: make more, test more, learn more.

Now, the focus is moving beyond creative output. Brompton Bikes is looking at how ad creative can drive actions further down the funnel, from test rides and bike hire to subscriptions and bike sales. With test rides becoming a key measure, the goal is simple: get more people from seeing a Brompton Bike to experiencing one.

 

  •  97% higher (2x) 

     Conversion rate* 

    *Conversion campaign results compared to business as usual results

  •  26% cheaper  

    Cost per mile (CPM)*

  •  26% increase 

    In CTR for its bike hire


    *Conversion campaign results compared to business as usual results

     

Brompton Bikes: The Result

For Brompton, working with Automated Creative has proved that one ad doesn’t have to (and shouldn’t) do every job, even when you’re a small team. Brompton Bikes can create and adapt its creative for different audiences without stretching its capacity.

Thanks to the speed of Automated Creative, Brompton Bikes can now move from idea to hundreds of finished ad creative in minutes, not hours and show the wider business why this creative variation matters.

Instead of guessing what will work, the team can make more versions, put them into market and get clear answers about what works locally.

 

About the Client

Brompton Bikes is an iconic British bike brand that’s been transforming the way people move through cities for over 50 years. Ingeniously designed and proudly made in London, its folding bikes give riders the freedom to move differently, explore further and experience more of the world around them. More than simply getting from A to B, Brompton Bikes is about opening up the city and all the possibilities within it.

 

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