Challenge:

“Our brand is already well known in the Berlin skate community, but we had no idea how to market it outside our bubble.”

Background:

Below Skateboards is a Berlin-based brand founded by an artist-skater duo, merging high-quality skateboard craftsmanship with artistic expression. While the brand had strong recognition within Berlin’s skate scene, it struggled to expand beyond its local market and reach a broader audience across Europe.

Objectives:
• Increase brand awareness outside of Berlin
• Grow the Below Skateboards community
• Improve online and offline sales

Strategy & Implementation:

We developed a multi-channel marketing strategy that combined organic brand-building with paid digital advertising. The focus was on leveraging Below’s unique artistic identity while engaging new skateboarding and street culture audiences across Europe.

1. Social Media Growth & Influencer Collaborations
• Strengthened Instagram presence by showcasing the artistry behind each skateboard and sharing behind-the-scenes content
• Launched a TikTok campaign targeting younger skaters and art lovers
• Partnered with micro-influencers and skaters in key cities (Paris, Barcelona, Copenhagen) to create authentic brand visibility
• Encouraged User-Generated Content (UGC) by incentivizing customers to share photos/videos of their Below boards

2. Events & Brand Activations
• Created the “Art Meets Skateboarding” pop-up exhibition series in key European cities to showcase the decks as functional art pieces
• Partnered with local skateparks and retail shops to host live events and product demos
• Secured press coverage in urban lifestyle, skateboarding, and art magazines to expand brand credibility

3. Performance Marketing & Retargeting Ads
• Ran Instagram and TikTok ads targeting skateboarding and art communities, focusing on Below’s limited-edition decks
• Implemented Google Search Ads targeting niche, high-intent keywords such as “artist skateboard decks” and “limited edition skateboards”
• Developed a retargeting strategy to convert website visitors who hadn’t yet purchased

Results:

Community Growth: +20% increase in Instagram engagement and TikTok followers
Sales Boost: 10% increase in skateboard sales within the first three months
Market Expansion: Organic and paid reach extended to France, Spain, and Denmark, leading to an increase in international orders

Key Takeaways:

✔️ A combination of organic and paid marketing was essential in breaking out of a niche, local market
✔️ Collaborations with skaters, influencers, and skate shops helped build credibility and trust with new audiences
✔️ Events provided an immersive brand experience, allowing Below to connect with skaters and collectors on a deeper level

Next Steps:

Following the initial success, Below Skateboards is scaling its strategy by:
✅ Expanding the “Art Meets Skateboarding” event series to more European cities
✅ Refining its paid ad strategy to optimize ROI and lower CAC
✅ Exploring new product offerings, including limited-edition complete skateboards