Cannondale Social Media & Brand
Social Media Management
Copywriting
Content Production
In 2017, I was handed a smartphone with internet and the login credentials for Cannondale’s social media accounts. Cannondale was one of the most respected names in cycling with history in spades – but it had lost some of the panache from its zenith.
Most fans idolized the brand’s heritage American attitude and penchant for bold innovation, but Cannondale’s voice seemed disconnected from that legacy. It was clear that the voice needed to be clever, quick and confident – never arrogant, always approachable. Eventually this evolved to become the foundations of the Cannondale brand persona, The Loveable Rogue.
To start, I was the copywriter and photo editor– a content gatekeeper for Cannondale. What followed was a journey through brand guidelines, a new website, product launches, and an invigorated brand position. The brand voice informed product taglines and campaign copy, while the visual language became more narrative and human focused. During this time, a more strategic approach to social led to double-digit growth year over year and increased brand impressions from tens of thousands to millions.
CAAD13 Launch
From campaign concept to copywriting, I helped inject a healthy dose of attitude into the launch of CAAD13– a bold bike for the weekend warrior and competitive-minded cyclist. Challenging the audience that increasingly favored carbon fiber bikes to reconsider the performance capability, and dependability, of aluminum.
Channel 71
In a time of immense uncertainty, what is the role of brand social media? During the 2020 lockdown, I created Channel 71 aka Cannondale TV as a way to keep the brand experience thriving while giving audiences a break from the day-to-day - after-all, isn’t that why most of us pursue riding?
Hosted entirely on Instagram, with a little help from Cannondale athletes and riders.