In order to create a uniform experience across all devices, we had to consider the website design for use on all the major platforms. Mobile in particular needed to be a key focus as most of Chemical’s advertising as the community was on social media. The vast majority of traffic coming from social media is on a handheld device with mobile taking the number one spot, then laptop, desktop in third and tablet in last place. But, although most users visit Chemical on their mobile for the first time, 80% of people who purchase or configure a bike are on desktop or laptop.
Users feel more comfortable seeing the full version of the website when making big orders.
Part of Chemicals marketing strategy was to aim high, get noticed, be authentic and transparent about the brand. In early 2016 we managed to team up with Remap clothing, a Jersey-based clothing company with a focus on the bike industry. The race team consisted of three riders who competed in the British Enduro Series, the Enduro World Series, the Jersey Enduro Race, Farmer Johns Downhill and many more races through 2016. This gave Chemical something to talk about and share, the bikes were the real deal, they were out there being raced, but more importantly doing well and winning. In the first year we managed to silence the haters, gain a following, create a brand that is a recognised name in the industry and have a strong platform to expand the range of bikes and products we sell.
Chemicals’ main product is a full carbon enduro mountain bike. This product sits in one of the most competitive levels in the bike marketplace. The designs needed to look impressive, feel premium and bring a new style of design to the MTB world. This was achieved with a combination of frame colours, frame finish and graphics.
Dirt Magazine voted this bike as one of the sexiest bikes of the year. Which actually felt amazing.
Having a strategic and planned social media campaign is key when driving traffic to your website. Having social ‘ammo’ as I like to call it is an ongoing challenge so we regularly plan photoshoots and videos with this in mind – it can be simple at times but one rule that we never break is quality. As a premium brand, you are judged on every touchpoint – this isn’t a personal account and if you want to add value to your product, you have to put a high price on quality imagery.
This image was taken during the British Enduro Series at Ae Forest. The chap in yellow with the Remap top on is Jake Gilfillan, a rider for Chemical Bikes Enduro Race team. He finished first in this race, to the left of him is world champion rider Jerome Clementz and to the left of him world champion rider Tracy Moseley. This was our first year in competition with the new bike.