Powerful campaign boosts Tenways' aided brand awareness

Tenways, a fast-growing electric bike manufacturer, faced the challenge of establishing a foothold for their brand on Dutch soil within the now mature e-bike market. With established competitors, this required a strategic approach. Tenways aimed to increase their brand awareness among younger audiences and compete with well-known players. To this end, DPG Media developed a strong cross-media campaign including branded content. The result was impressive; the campaign surpassed benchmarks with high CTRs and laid a solid foundation for Tenways' ambitious future plans in the Netherlands. You can read more about the campaign below.


The challenge

Brand awareness as the first step in a mature market

Tenways wants to position itself in the Dutch e-bike market. The e-bike market in the Netherlands is now mature and highly competitive with established names. Tenways faces the challenge of generating brand awareness. They focus on young people and consumers in the higher segment, as these people are more likely to buy more expensive products (e-bikes). They also wanted to generate awareness for the product, the bikes themselves, and be seen as a reliable brand. DPG Media went to work and developed a campaign.

Working with DPG was a joyful experience from start to finish. Their team’s pursuit of excellence, strategic vision, and flawless execution transformed our brand awareness campaign into a resounding success

Viola, Marketing Director, Tenways

The solution

Proving reliability with Tweakers as the authority

DPG Media developed a cross-media campaign that fits perfectly with the young audience Tenways targets. To work on a reliable image, it was decided to have the bikes tested by real people. Tweakers, the largest electronics and technology website in the Netherlands and Belgium, turned out to be the perfect match. Tweakers and its very active community (more than half a million members) provide a critical view on technology and write online reviews on various products and brands. If Tweakers' visitors like it, you know it is good.

Reviews from real people as basis for branded content articles

The reviews were then used in articles on Tweakers itself and in the Volkskrant. A target group analysis showed that de Volkskrant was the right match for reaching the higher segment of the target group. In addition, thanks to the very positive reviews, Tenways was included in the AD Fietstest (bicycle test), which gave its reliable image an extra boost. Finally, a strong display campaign was deployed on DPG Media's network for great reach and retargeting of branded content readers. The result?


The result

KPIs on media objectives score above benchmark

The campaign shows impressive results. The KPIs on media objectives were all comfortably achieved. The campaign provided high CTRs that scored well above the benchmark, such as 0.53% (bm: 0.27%-0.33%) for the Seamless Image and 0.79% (bm: 0.35% - 0.43%) for the Seamless Carousels. The display campaign and the branded content deployment on De Volkskrant also scored above the benchmark (170% and 113%). The branded content expression on Tweakers was a nice standout in this campaign. The landings on the product review even scored 300% above the benchmark.

Positive effects on brand objectives

In addition, independent research by DVJ-insights found that the campaign had strong positive effects on the Tenways brand. The aided brand awareness is significantly higher (39%) among the target audience who saw the campaign compared to those who did not (8%). This also impacts KPIs further down the funnel, such as higher brand consideration (10% vs. 0%) and higher brand preference (7% vs. 0%).


The partnership between Tenways and DPG Media will be extended next year with a follow-up to this successful campaign.


This campaign can be credited to

  • Aryaty Karcher, accountmanager Tweakers
  • Jan Willem den Ouden, strateeg DPG Media Brandstudio
  • Tijmen van Rooijen, creative DPG Media Brandstudio
  • Esther Heijink, projectmanager Brandstudio & special interest media
  • Roeland van Dijk, accountmanager DPG Media
  • Robin Kikkert, projectmanager Tweakers
  • Erin Li, Brand & Social Media Manager Tenways
  • Viola Li, Marketing Director
  • Ron Zhang, Marketing Manager Tenways

Make an impression

Would you like to increase your brand awareness, brand preference and consideration, and thereby generate more sales? Then contact the media advisors of DPG Media today for a non-binding consultation. They are happy to help you figure out how to successfully bring your message to the attention of the right target audience.

DPG MediaSales