How Trek Bikes Cultivates Behavioral Change During COVID-19 with UGC

Coronavirus has required a lot of fast actions and continual shifts in plans – both personally and in our work environments. It’s called for many marketers to quickly recalibrate their overall messaging, upcoming campaigns and goals.

Trek Bicycle has used these monumental shifts to continue to push forward on a mission that they’ve always had: to improve many of the world’s most complex problems — from climate change to obesity — by promoting the health and wellness of individuals and the environment through cycling.

In this webinar, Trek Bikes’ Social Media Manager, Haley Gustafson, shares how they quickly shifted their upcoming #GoByBike campaign to embrace the new obstacles COVID-19 has brought to our daily lives and strengthen their message of joining together to flatten not only the coronavirus curve, but the climate one as well – one ride at a time.

View this webinar to learn:

  • How the Trek marketing team swiftly changed their strategy during the crisis — managing to engage their 20+ subsidiary markets while physical stores were closed
  • How user-generated content played a critical role in the success of their #GoByBike campaign
  • How Trek gains the rights to authentic customer content for use as social proof across their digital channels


Haley Gustafson

Social Media Manager at Trek Bicycle

Mallory Walsh

VP of Marketing at Stackla