Learning to ride a bike has long been a critical milestone for both children and parents, but also creates some uneasiness. Strider Bikes wanted to strike that intimidation factor, for good. With a product designed to eliminate the need for training wheels all together, Strider was inspiring confidence in toddlers as young as two years old. But with so many look-alikes in the category and a new first-of-its-kind product launching, it needed a marketing plan and campaign that would truly elevate the brand. We conducted in-home research with parents across the country to better understand the emotions attached to their children’s biking experiences, which allowed us to identify and prioritize the brand’s key segments and build two campaign concepts, both rooted in a deep consumer insight, that could help Strider achieve its growth goals and spread the Strider love, one kid at a time.