Shred Heads Program
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Shred Heads Program
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Shred Heads Program • Shred Heads Program •
The Lowdown
How can a small brand with limited budget and resource build up a regular flow of content for multiple channels whilst creating in real life impact? Enter “Shred Heads”, a grass roots athlete & ambassador program that cultivated a community of locally influential riders to create daily content and become the embodiment of the Melon brand within the MTB scene.
The Shred Heads program went from 0-100 riders in 6 months and gained industry recognition as one of the most credible grass roots MTB programs in the UK & Europe. The program delivered a daily flow of engaging content for use across socials, PPC and email. With a modest investment into supplying product plus the cost a basic yearly event, the program showcased that engaging a passionate community can lead to highly tangible low cost results.
My Role:
Program ideation - Shred Heads brand creative direction - Management of Shred Heads Coordinator
“An example of how brands should be running community.”
- Adam Dayson, Founder Work With Agency
Empowering real life influential characters to market the Melon brand on our behalf.
