The client and the mission
Lease a Bike makes it easy for employers to offer bicycles as an employee benefit — smooth, sustainable, and healthy. When the collaboration with Mild began, the goal was to scale up marketing efforts and reach both employees and employers, with a focus on increased visibility and generating more qualified leads.
Our assignment? To work alongside Lease a Bike to build a strategy that resonates with the target audience, adjust channel selection, and continuously optimize for maximum impact. In short: to kick-start growth from all directions.
Initial challenges
- Reaching the right audience on LinkedIn proved difficult with the previous strategy
- Mixed lead quality from Meta
- Lack of a clear, overall picture of performance across channels
- A desire to work more data-driven with continuous optimization
Client
Lease a Bike
Industry
Bicycle benefits for companies
Services
SEM, SEO, SoMe
The solution – close collaboration and a sharper direction
Meta – funnel strategy focused on qualified leads
On Meta, we developed a clear funnel strategy: using video content in the awareness phase to build brand recognition and introduce Lease a Bike to a cold audience. We then retarget engaged users with traffic campaigns and stills focused on concrete benefits.
In the final step, we shifted the focus from in-platform lead generation to website conversions. This allows us to better qualify the traffic and build stronger tracking data — a direction already delivering clear results.
LinkedIn – retargeting existing customer companies
On LinkedIn, we also made a strategic shift. Rather than casting a wide net, we now use the channel primarily for retargeting existing customer companies. Through list uploads, we reach employees at these companies with the goal of raising awareness about the bike benefit. The strategy is still new, but we’re closely monitoring the outcome.
SEM – overview with MER reporting
To create a full picture of all marketing efforts, we implemented a MER report (Market Efficiency Ratio). Looking beyond individual channel results allows us to understand the bigger picture — and make smarter long-term optimization decisions.
SEO – a solid foundation in the background
SEO continues to play a supporting role in our efforts. While the case is centered on paid advertising and social media, we maintain a strong technical foundation and continuously improve the site in collaboration with our SEO specialists.
“Working with Mild has provided us with a stable foundation for our digital marketing. Being able to keep everything under one roof — and having access to top-level expertise across multiple key areas when needed — has been truly valuable.”
The results
Our collaboration with Lease a Bike is built on curiosity, responsiveness, and flexibility. Together, we test new ideas, refine messaging, and adapt strategies based on what actually resonates with the audience.
We’re already seeing strong results — especially on Meta, where lead quality has improved significantly. With open communication and a strong team dynamic, we keep pedaling forward — and we’re not slowing down any time soon.
