Product Launches

Santa Cruz Heckler SL

The Heckler SL is Santa Cruz’s first and long awaited lightweight ebike. Housing a powerful Fazua drive system while retaining the silhouette and playful nature of a non-motorized bike, the Heckler SL is the electric Santa Cruz bike many of us wished we had for riding the Shore.

As an important Santa Cruz Dealer, I was able to source a pre-launch bike from Seb Kemp, Global Brand Manager, in order to put together a pre-launch media package for the store including a first ride video, blog post and still photos.

Timing the video launch with embargo lift meant the video received thousands of views, as well as being an important resource for customers pre-purchase, while generating web-traffic and brand awareness.

Sram Transmission Launch

As an important Canadian Sram dealer, Steed was one of 5 select stores country-wide to receive the Sram ‘Mystery Crate’ for their latest Eagle Transmission - the newest and most important mountain bike drivetrain launch in years.

For the launch campaign I wrote, directed and featured in a short teaser and launch video and produced a written blog post social images with a roll-out plan, as well as being reactive to bikes with the new Transmission arriving in-store in order to capture high quality media and distribute on our website and social channels. The campaign resulted in five $10,000+ bikes pre-sold.

Photo: Loic Marguet

Santa Cruz Hightower 3

Having a long-standing relationship with Santa Cruz Bicycles, I made a case to acquire a Hightower pre-launch to test and produce content for Steed Cycles to be ready for launch day.

The launch package consisted of a YouTube first ride review video with social shorts and stills and a blog post, which received a great reception, the video receiving several thousand views in the first few hours.

The impact was long-lasting now with 24,000 views, and is a valuable resource for customers to use before buying a bike from us.