The bicycle company drives close to $500,000 in incremental sales annually through promotion codes and traffic generated exclusively from Facebook.

1. Case Study | ROI/Sales
Results
• $500,000 in annual incremental sales comes from coupon
codes and traffic exclusive from Facebook
• 12% of traffic to the State Bicycle Co. website came from
Facebook
The bicycle company drives close to $500,000 in • 1/5th cost per click on Facebook compared to other advertis-
incremental sales annually through promotion codes ing platforms
and traffic generated exclusively from Facebook. • 10x growth in fan base, from 4,600 to 46,000-plus within 12
months
Goals
Arizona-based bicycle manufacturer State Bicycle Co. wanted to “Facebook has been critical, and has allowed State
use Facebook to familiarize people with its brand and vision to: Bicycle Co. to have an open dialogue with our cus-
• Increase fan engagement when communicating product tomers and potential customers.”
releases and upcoming events Mehdi Farsi, Co-Founder, State Bicycle Co.
• Drive Facebook fans to purchase directly from its e-commerce
site statebicycle.com
Approach
Build To familiarize people with its company, State Bicycle Co. first
Connect
created a Page:
Engage
• Updated its profile picture with company’s logo and cover
photo featuring an image of one of its new fixed-gear bikes
Reach
• Added milestones to Page to define key moments, such as
Influence
Build
“State Bicycle Co. wins Wolfpack Marathon Crash Race.”
Connect The company also ran Facebook Ads to drive likes:
Engage • To see if people interested in music would purchase bikes, Build
Reach
tested Broad Category targeting, including “Arcade Fire,”
“M83,” and “Passion Pit” and specific Likes and Interests
Influence
focusing on rival brands, such as “big shot bikes,” “mission
bicycle” and general keywords “fixies,” “track bikes”, etc.
Build • Targeted people living in cities with ads promoting specific
events such as a bike ride in Austin, Texas
Connect
Connect
Engage State Bicycle Co. wanted to increase engagement on its Page
Reach
in several ways, including:
Influence
• Hosting frequent photo contests on its Page (e.g., winner of
the photo of the most beat-up bike got a new bike)
Build
• Running “Facebook Friday,” which includes a discount
coupon specifically for fans who see State Bicycle Co.’s
Engage Influence
Connect posts on Fridays
Engage • Encouraging fans to like posts to see a sneak peak of new
Reach
products
Influence State Bicycle Co. ran sponsored stories to reach more people
and drive more awareness of its brand: State Bicycle Co. is a bike manufacturer that specializes in
top-quality, limited edition, fixed-gear, single-speed and track
• Used a sponsored story to increase the distribution of a bicycles.
Page post by featuring an image of a Black Friday poster
with deals on State Bicycle Co. items facebook.com/ statebicycle
Facebook: Building Essential Connections