How We Positioned Colnago at the Crossroads of Sport and Fashion

Colnago aimed to reposition itself beyond cycling, targeting high-spending, fashion-oriented consumers while maintaining its heritage. The campaign needed to:

• Decontextualize the brand from cycling through innovative visuals.

• Increase visibility and awareness of the capsule collection in key international markets.

• Drive curiosity and engagement, guiding users through consideration and conversion with fashion-centric content.

• Strengthen the e-commerce experience, reinforcing Colnago’s exclusive direct-to-consumer sales model.

We developed a full-funnel digital advertising strategy to align every phase of the user journey with Colnago’s new fashion-forward positioning. Key components included:

• Strategic Budget Allocation: Distributed budget across the funnel, selecting optimal paid formats for awareness, consideration, and conversion stages.

• Targeted Buyer Personas: Created personas blending fashion sensibilities with high-end cycling expertise, tailored to the capsule collection.

• Content Plan: Designed a mix of inspirational assets for awareness and e-commerce-driven creatives for consideration and conversion.

• Media Activation: Planned activations around key moments to maximize product awareness.

The strategy was built on three pillars:

1. Video Content: Used as the lead asset on YouTube and Meta, with tailored hero cuts to convey Colnago’s new sport-fashion positioning.

2. Product Feed Campaigns: Supported consideration by promoting direct purchases and boosting discovery of the capsule collection.

3. Brand Search Optimization: Leveraged high global search volume to align the brand with fashion, creating a key conversion touchpoint.

The campaign marked a transformative moment for Colnago, redefining its identity and establishing a credible presence in the fashion space. Our orchestrated strategy successfully bridged the brand’s cycling heritage with a new fashion-conscious audience, driving engagement and sales while laying the foundation for future growth across categories.