CASE STUDY

STAGES INDOOR CYCLING

CHALLENGE

Stages Indoor Cycling is competing on the global stage against numerous other cycling and fitness companies with seemingly endless reserves of financial resources for marketing and outreach. Stages needed to affordably increase its digital content output across all of its channels while staying on brand and message – focusing on its key differentiators and value propositions. With incredible creative talent across the globe producing and submitting content, Stages needed to establish a consistent vision, voice, style, and aesthetic. Most recently, the Coronavirus health pandemic has caused the cancellation of numerous global marketing and sales events that the firm regularly attends for generating new sales and leads. Reaching these potential new customers would need to be facilitated through alternate avenues.

INSIGHTS

Staying both top-of-mind and at the top of the social media feed is a challenge that every business confronts in this age of digital saturation. With so much content constantly being pushed to consumers, deliberate and strategic action is needed to break through the noise. Quantity of content, in addition to the quality of content, is an increasingly important consideration. And when increasing quantity – the amount of media produced and distributed – ensuring that the quality of the content does not suffer is imperative. Furthermore, before entering the post-production stage, it’s essential to consider where the content is going to appear, since different channels may have a different ‘feel’ or ‘look.’

SOLUTION

As we steadily increased the amount of media we were producing (some coming from Stages creatives from around the world), we maintained strict branding and visual standards to create consistency across its digital assets. We designed specific campaigns, such as the Behind the Brand series, to give audiences an inside look at the brand, company culture, and key differentiators, as well as an opportunity to meet the people behind the scenes who give the company life. We took long format videos, broke them into pieces, and re-edited them to create something new. These edits made it possible to increase content quantity and output across all channels and keep costs down, compared to producing original content from scratch.

BEHIND THE BRAND WEB SERIES

The Behind the Brand webs series takes a look behind the scenes at the magic that makes Stages run and examines the pressing issues confronting the industry, such as tech innovation, customer trends, global markets, and product design and functioning.

THE MOBILE EXPERIENCE

We created short 30- to 60-second videos for multi-channel distribution across all of Stages’ platforms, including Instagram, Facebook, Twitter, YouTube, Vimeo, and LinkedIn. The videos were used to boost engagement, create customer leads, connect with current customers, and further fortify its brand identity recognition online.

INTERNATIONAL CONTRIBUTION AND DISTRIBUTION

We used content created by Chasnoff Media and leveraged multimedia provided by Stages, which was shot by its creative teams from around the world. This provided us with an incredible opportunity to show how Stages’ products were being used internationally in countries such as Spain, the UK, Japan, and many others. Integrating this content helped us create content that truly and authentically spoke to Stages’ international presence and community.

COLLABORATION

We worked with Stages every step of the way on every project, from ideation, script development, and storyboarding, to final cut.

Creating powerful content media is all about relationships. When people from different backgrounds and with different perspectives and areas of expertise come together, it can either implode or lead to something that surpasses everyone’s expectations.

At Chasnoff Media, we listen to our clients, build on their ideas, and help them achieve results they never imagined.