Whether it’s business or elections, your target audience is not everyone. By identifying your target audience early, you can formulate your strategic plan around engaging that specific group. VanMoof’s advertising campaigns show they understand their target audience and expertly craft their ads towards those individuals. VanMoof is an electric bike company founded in Amsterdam in 2009. In 2020, they released a 60-second advertisement that, as one online commentator said, “I so love this…you hit a tenor that resonates with my soul.” This advertisement is directly marketed to their target audience.
The ad was so successful that France’s regulatory authority deemed it controversial, as it “created a climate of fear.” This ban put VanMoof in the spotlight, and they used this free publicity to drive home their message. The e-bike company used this ban to highlight what they truly stand for: Disrupting the status quo.
VanMoof was facing funding shortfalls and almost went out of business. Taking advantage of public relations opportunities like the advertisement ban allowed the company to show investors the potential of its company. Now, the e-bike company is well-funded, globally recognized, and focused on its target audience thanks to its public relations strategy.
