Raquel BonjorniYuba Bikes · 2025 - 2026Case study
Yuba Bikes
Built the 2026 marketing strategy, visual projects, creative direction and content creation.
- Role
- Marketing strategy, creative direction, content creation
- Year
- 2025 - 2026
- Fields
- Campaigns · Content · Creative direction
At the heart of soft mobility at Yuba Bikes, I merged visual creation and influence strategy to promote a sustainable lifestyle. My role: turning the utilitarian into the desirable.
Strategy & 2026 vision
Annual roadmap
Built the "Irreplaceable Instinct" strategy targeting +20% community growth.
TikTok launch
Designed an intensive launch plan built on authenticity ("Reali-TEA") and humour.
Positioning
Shifted from a "polished" image towards an "essential", human brand able to gather a tribe.
Data-driven
Weekly KPI tracking (completion rate, shares, "link in bio" traffic) to optimise emotional ROI.
Content creation
Social media
Produced reels, photos and carousels (Instagram/Facebook) blending technical expertise and pop culture. Managed DMs, comments, reposts and partnership requests.
Video production
Shot and edited short formats (trends, tutorials, "Bike Math") to maximise virality.
Brand film
Social content
A few pieces of content made for the Yuba Bicycles Instagram account. Click a video to open the post and see the rest.
Visuals
Carousel
A series designed as an Instagram carousel: swipe slide by slide.
Blog, SEO & GEO
A few examples of articles written for the Yuba blog, always designed to optimise SEO and GEO (visibility inside AI answers).
Copywriting & SEO
Wrote strategic blog articles turned into cross-channel ecosystems, managing and adapting content in 5 languages (FR, EN, DE, ES, IT) with AI support.
Partnerships & brand image
Art direction
Designed visuals for seasonal offers and partner collaborations.
Influencer relations
Follow-up and re-engagement of key partners.
Events
Operational support and content creation at the Lyon Cargo Bike Festival.