Styr & Ställ: Public Bike System Promotion

"Styr och Ställ" is Gothenburg’s official bike-sharing service, offering a convenient and eco-friendly way to travel around the city.

Challenge

Styr & Ställ aimed to increase annual bike membership sales by 15% and boost usage, with limitations in tracking and restricted to Facebook and Instagram.

Solution

Trickle executed a seven-week campaign in spring 2024:

• Highlighted the affordable price and benefits of bike rentals.

• Tailored content to demographics, utilizing Instagram Stories for younger users and Facebook for older audiences.

Results

13% Increase in annual membership sales
11% Increase in monthly trips

Key takeaways

  • 1

    Demographic Targeting Overcomes Limited Tracking

    Despite tracking constraints, Styr & Ställ successfully adapted to platform-specific audiences—Instagram Stories for younger users and Facebook for older demographics—to drive precise and effective engagement.

  • 2

    Emphasizing Affordability and Value Boosts Appeal

    By highlighting the cost-effectiveness and benefits of bike rentals, the campaign resonated with budget-conscious and health-focused consumers, driving more frequent use of the service.

  • 3

    Measurable Growth in Membership and Usage

    The strategic approach led to a 13% increase in annual membership sales—close to the 15% goal—and spurred an 11% increase in monthly trips, demonstrating tangible success for the campaign’s objectives.

Ludvig Olsson Browall

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