The Challenge
As the creator of the original balance bike, Strider Bikes built a world-renowned reputation for helping babies, toddlers, and young children develop coordination and confidence through the joy of movement. However, their internal positioning suffered from an engineering-first bias: their messaging was heavily focused on product specifications rather than the developmental outcomes for the child. The product was positioned as the hero, leaving the parent buyer and the child’s development unaddressed.
To expand their market presence and increase DTC sales on striderbikes.com, Strider needed a unified digital front and to re-focus their digital messaging from the ground up.
To expand their market presence and increase DTC sales on striderbikes.com, Strider needed a unified digital front and to re-focus their digital messaging from the ground up.
The Solution
We began by conducting extensive internal and external interviews alongside an analysis of native and third-party product reviews. From these insights, we created a foundational Messaging Map that shifted the brand story from product specs to developmental outcomes. This established execution-ready positioning speaking to the motivators for two distinct buyers — the Everyday Parent and the Enthusiast Parent — across every product.
We mapped these narratives to a comprehensive Customer Journey, defining the message to deliver and on which digital channels at the top, middle, and bottom of the digital sales funnel. Next, we translated this brand strategy into a new, custom direct-to-consumer e-commerce website. We built the digital storefront from the ground up — reengineering the user experience (UX), writing high-impact content, creating tailored visuals, and integrating a seamless enterprise e-commerce platform.
With this digital foundation established, TWIO took over as Strider’s retained agency team, managing continuous multi-channel activation. We oversaw strategy and execution for organic social channels and cross-channel paid advertising (Meta, TikTok, Google), while executing a reimagined, personalized, and automated flow optimization of their email marketing lifecycle.
01
Organic Social Strategy & Execution
02
Targeted Paid Advertising
03
Automated Email Marketing
04
Complete Website Redesign
By The Numbers
+304%
Net Followers
+147%
Engagement
TikTok
+10.4%
Engagement
The Impact
This alignment turned Strider’s direct-to-consumer platform into an incredibly efficient revenue driver, surpassing their initial business goals:
- Ad Performance: The 12 month original direct revenue and 2.0 ROAS goals were exceeded by nearly 3x in revenue and almost 2x in efficiency in only 9 months.
- Organic Social: Re-engineered their organic social strategy around engagement and community-building. On Facebook, net follower growth increased by 304% and profile views by 201%. On TikTok, engagements increased by 147% and shares by 54.3%.
- B2B Relevance: Strengthened their presence on LinkedIn, securing a 9% YoY increase in followers and climbing to a 10.4% average engagement rate; nearly triple the standard B2B services benchmark of 3.2% to 3.6%.
By turning their digital platforms into cohesive community hubs, TWIO proved that shifting from spec-heavy features to story-driven developmental outcomes drives immediate, scalable revenue.
Key Deliverables
- Brand Strategy & Alignment: Comprehensive Messaging Map and Customer Journey
- Performance Marketing: Cross-channel paid advertising campaigns across Google, Meta, and TikTok
- Web Development (DTC E-Commerce): new, custom direct-to-consumer e-commerce website, featuring comprehensive UX strategy, content copywriting, custom visual design, and e-commerce platform integration
- Email Lifecycle Management: Comprehensive audit, segmentation, personalization, and automated flow setup (Welcome, Cart Abandonment, Post-Purchase, Reactivation)
- Community Engagement: Daily organic social media management and custom content creation across LinkedIn, Facebook, Instagram, X, and TikTok
- Creative Asset Production: Copy, high-impact graphic design, and custom video production
Step 01
Strategy First.
We began by understanding the firm’s brand voice, target audiences, and business goals before a single piece of content was planned. Every touchpoint was built on a foundation, not a guess.
Step 02
Create & Execute.
Our cross-functional team — Brand, Creative, Digital, and Web — collaborates to produce content that is visually compelling, on-brand, and purposefully timed across all channels.
Step 03
Measure & Refine.
We track performance and manage the brand’s presence in real time — continuously refining the strategy so the firm stays relevant and its audience stays engaged.
Let's
Talk
We would love to hear about your brand and business challenges, even if you are not sure of the next steps. No pitch, no strings attached.
What Clients Say
Thank you for the amazing team you put on our project. They were the most intelligent, patient, and skilled individuals I have had the pleasure to work with. What amazed me most was their willingness to collaborate and iterate. The TWIO team never let this slow them down and never complained. They just put their heads down and figured out how to make it meet our vision. They always added great ideas to help complete the vision.
One thing that really stood out to me was TWIO’s collaborative and dynamic approach to developing our website. Their designers, writers and project managers were all-hands-on-deck to create an aesthetically-pleasing website that is easy to navigate and drives business dev.
Working with TWIO is a true partnership. They take the time to understand our business needs and work with us to bring our visions to life. TWIO is always helping to enhance our brand, ensuring a consistent and comprehensive feel to our marketing materials. They are professional, dedicated and timely – everything you want in a marketing agency!
