How MvH Media boosted engagement by 170% for Fashion for Cycling using Hunch

Running a personalized and time-sensitive campaign during Tour de France‍

The cycling apparel market is highly competitive, with numerous brands vying for the attention of enthusiasts. To stand out and build stronger community ties, MvH media goal was to elevate Fashion For Cycling’s brand beyond just a supplier, associating it with a passion for cycling. Fashion For Cycling is a prominent retailer in Flanders (the Dutch-speaking region in Belgium) specializing in cycling apparel, equipment, and nutrition. 

MvH wanted to create a campaign aimed to create customer engagement, fostering interaction, and a sense of community among cycling fans.

By choosing the Tour de France as the campaign theme, one of the most important cycling races, they wanted to connect more cycling enthusiasts to Fashion For Cycling.

The campaign setup was meant to promote selected products during the stages. Since there are different stage types, MvH created corresponding product sets for all stage types (i.e. hill ride, flat ride, mount ride) and depending on the stage type the right product set was promoted. On top of that, they wanted to have another ad which starts immediately after the stage congratulating the winner of that day's stage. And on top of that if the stage winner was from Visma or Quick Step (teams) alongside congratulations to the winner the ad was communicating Visma or Quick Step products.

With 21 stages in the Tour de France, manually managing all these ads, templates, and updates would be incredibly inefficient and unnecessary. That’s where Hunch came in.

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Leading the peloton with fully automated real-time DPA campaign

Together with MvH we developed an automated campaign to strengthen the brand’s image, increase engagement, and drive traffic to Fashion For Cycling’s channels.

For every type of stage (flat, hill, mountain) we wanted to have a unique template to be relevant on the day of this stage. That ad was running from 9 to 5, and after every stage, we pushed an ad with the winner of the day with relevant products.

Under the hood this was done by creating two catalogs - 1 automated and 1 DPA catalog. DPA catalog had templates with products with additional info such as stage type, stage name, winner name). Automated catalog on the other hand controlled which ad should be live (since all ads, there were 7 of them) were created in advance and then Hunch Autopilot just took care which ad should be live and when, depending on the conditions.

This was an automated campaign on Hunch, combined with DPA. All 7 ads had dynamic status which controlled whether they should be active or paused. Product sets just like templates were pulled from the media plan by Hunch Autopilot, eliminating the need for manual setup or edit.

“Together with Hunch, we combined the power of real-time data with automated templates tailored to cycling fans’ interests. By integrating data on race stages and winners in real-time, the campaign delivered personalized, contextually relevant ads that resonated with the audience in the moment.” - Julie Roegis, Digital Marketer at MvH Media