From Kickstarter to cult classic
Before most people knew what an eBike is, or why they would spend thousands of dollars on one rather than hundreds on a. conventional bike, a former IDEO designer crafted something special - an eBike that looked, felt, and rode like a regular bike. Only this one gave its riders super powers. I partnered with him to develop the brand and turn what was a Kickstarter and a dream into a full-fledged eBike company. Several thousand sold and one new product launch later, we had developed a cult following and were acquired by industry titan Pon Holdings.
Welcome to the club
Knowing that our early riders were our fiercest advocates, we developed a program to celebrate and activate them - the Faraday Riders Club. Each customer received this surprise set of Faraday gifts, along with 5 referral cards that allowed them to grant anyone they wished $200 off a Faraday. Referrals quickly became a valuable part of our marketing mix.
Ride like a kid again
Partnering with a local director, I crafted a short and sweet video that captured the essence of what so many riders had told us they loved about the Faraday - it brought them right back those simple childhood feelings of joy and freedom from when they first learned to ride a bike.
