Reimagining Trail Sale 2025 to drive record-breaking results
Paid Media
Google and Meta generated a strong high five-figure revenue uplift relative to previous years campaigns.
10x return on ad spend on both Google and Meta, outperforming typical off-season performance.
The Challenge.
The July retail period often sees a decline in purchase intent after EOFY promotions. Giant Bicycles wanted to maintain momentum and deliver strong returns from its annual Trail Sale.
At the same time, Liv Cycling — a women-first brand within the Giant Group — aimed to use the sale as a springboard for awareness and conversions.
The brief to G Squared was twofold:
Develop creative that elevated the Trail Sale beyond a standard retail promotion.
Execute a full-funnel paid media campaign that converted both loyal riders and new audiences.
The Integrated Solution.
We elevated the Trail Sale from a discount event into an invitation to ride – fusing brand storytelling with sales urgency.
Giant Bicyles
Campaign line: “Adventure starts here”
Concept: The Trail Sale as the starting line for exploration, fitness, and freedom
Deliverables included a full suite of digital assets from banners and social ads to eDMs — all designed to inspire riders to begin their next chapter
Liv Cycling
Campaign line: “Freedom, marked down”
Concept: Selling not just bikes, but the psychological thrill of freedom — now more accessible than ever Delivered across paid social, web banners, and eDMs, with clear, empowering messaging for Liv’s women-led audience
We shifted the Trail Sale from a standard sale to an energising call to get moving, supported by a sharp paid media plan. This created steady, ongoing sales momentum for both brands after the key retail period.
The Results.
Google and Meta generated a strong high five-figure revenue uplift relative to previous years campaigns.
10x return on ad spend on both Google and Meta, outperforming typical off-season performance.
More brands that we’ve helped.
