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Creating a Social Media Campaign to Promote E-Bike Commuting for Solé Bicycles

Last Updated: 03/27/2026

Case Organization

Solé Bicycles

https://www.solebicycles.com

Venice Beach, CA, USA

1-10

Case Contributors

Case Disciplines

Corporate Social Responsibility Customer Service & Account Management Data Management Digital Marketing Growth Strategy Market Research PR & Communications

Skills & Expertise

A/B Testing Campaign Management Community Engagement Consumer Behavior Analysis Content Calendar Planning Content Creation (Video Content Strategy Conversion Tracking Copy) Copywriting Customer Segmentation Digital Campaign Execution Hashtag Strategy Image Influencer Marketing Influencer Outreach KPI Development Marketing Analytics Messaging Framework Development Optimization Strategy Partnership Development Performance Tracking Persona Development Platform Strategy Reporting & Insights Short-Form Video Production Social Media Strategy Sustainability Messaging Target Audience Analysis Trend Analysis User-Generated Content Strategy Value Proposition Design Visual Storytelling
Background & Objective

The challenge or opportunity you are trying to address for the organization.

With the growing emphasis on sustainable transportation and the increasing popularity of e-bikes, Solé Bicycles seeks to promote e-bike commuting as an eco-friendly and cost-effective alternative for urban transportation. The objective of this project is to design a compelling social media campaign that highlights the benefits of e-bike commuting and positions Solé Bicycles as a leader in the urban mobility space.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on designing a purpose-driven digital marketing campaign that blends sustainability messaging with audience engagement and brand growth. Students will explore how to leverage social media platforms, storytelling, and community-building to influence behavior and drive adoption of e-bike commuting. 

  •  Analyze target audiences for e-bike commuting, including their motivations, barriers, and digital behaviors 
  •  Develop audience personas and messaging frameworks aligned with sustainability, cost savings, and urban lifestyle benefits 
  •  Design platform-specific strategies for major social media channels (e.g., Instagram, TikTok, Facebook) 
  •  Create engaging, visually compelling content (videos, graphics, captions) tailored to each platform’s strengths 
  •  Apply storytelling techniques to communicate the benefits of e-bike commuting in an authentic and relatable way 
  •  Identify and evaluate influencer and community partnerships that align with brand values and target audiences 
  •  Incorporate user-generated content and community engagement tactics to increase authenticity and reach 
  •  Define and track key performance indicators (KPIs) such as engagement, reach, conversions, and brand awareness 
  •  Use analytics tools to monitor campaign performance and optimize strategies in real time 
  •  Integrate social impact and brand positioning by promoting sustainable transportation as both a lifestyle and environmental solution
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
Guiding Questions
Deliverable
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Milestone #2
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Milestone #3
Guiding Questions
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Milestone #4
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