At MI we accelerate growth for challenger brands, working collaboratively with our clients to deliver immediate impact and sustainable growth. This concept is not new, but it’s highly effective when executed well. We see it exemplified by leading brands every day. Our team is always on the lookout for the latest inspiration from innovative brands, agencies and media owners adopting the “accelerate growth” concept. We wanted to share some of the lessons we’ve learnt from brands along the way.
Marketing Insight
Like many of the best ideas, Quad Lock was born as a solution to a problem. Chris Peters, an industrial designer and avid cyclist, needed a secure way to mount an early iPhone to his bike. Finding no solution in-market, Peters and co-founder Rob Ward developed a case-based mount system featuring a unique twist-lock mechanism (with a distinctive blue locking tab). This became the first Quad Lock bike mount, launched via Kickstarter in 2011.
The product gained traction, establishing Quad Lock’s name among cyclists globally. Feedback showed that motorcyclists were repurposing the bike mount, so Quad Lock adapted its design and started marketing to motorbike riders just two years after launching. From two wheels, the company introduced mounts for cars, running and everyday use; turning Quad Lock into a multi-activity brand rather than a single-use gadget. Each new product was tailored to the user’s needs but centred on the same original locking mechanism and investment in robust design and materials.
Media Innovation
Quad Lock was an early adopter of direct-to-consumer ecommerce. By launching on Kickstarter and fulfilling orders worldwide through its website, the founders made the business global from day one. The crowd-sourced launch generated advocates quickly and the brand gained popularity & organic growth through cycling forums and groups.
Quad Lock embraced performance marketing and social media. The brand invested heavily Facebook, Instagram & Google Ads and was an early adopter of TikTok’s Value-Based Optimisation. It also relied heavily on first party data to fuel insights and proactively push out cross-selling & bundles to relevant audiences.
Quad Lock has always been creatively consistent. Good design has been a mainstay of the Quad Lock journey and its messaging has always centred on its security, durability and reliability. No fads or gimmicks, instead letting the product do the talking to relevant audiences.
In a social space, ads alone would not fuel growth. Quad Lock was an early adopter of content marketing, creating how-to videos, product demonstration clips and allowing user reviews and photos to speak for the product. This user-generated content and social proof were critical in building trust online but also became part of the brand’s e-commerce strategy. Quad Lock secured affiliate partnerships with these content creators, bridging the gap between creator content and paid advertising.
As the brand has grown, Quad Lock has further expanded its influencer marketing, using local influencer across over 100 markets to ‘localise’ its brand presence. This global reach has allowed it to tap into more high-profile ambassadors, from cycling and Motorcross to Formula1. The connections with two-wheeled sports retain that connection with the brand’s roots, whilst its McLaren F1 partnerships aligns with its expanding motoring range and introduced collaboration and merchandising opportunities.
Within these activations there’s always a clear path back to a product and a purchase journey, but these softer activations serve multiple purposes. They enable the brand to reach new audiences while reinforcing Quad Lock’s brand identity and staying relevant to its growing (direct) customer base, making customers more likely to remain loyal at their next phone upgrade. In a world where the average adult spends around three hours a day with an £800 piece of tech in their hand, Quad Lock has built a loyal customer base of millions of users globally who are locked in to also upgrading their cases every two to three years!
Accelerating Growth
Quad Lock solved a problem and sold the solution to the right audience in the right way. It removed barriers to purchase from day one, but understood that reputation and trust were key to driving growth. Global growth doesn’t have to be driven by multi-million-pound TV campaigns, but it’s not driven by ecommerce alone either. Solving a consumer problem and being true and authentic to your proposition will always yield the best results.
Quad Lock has built a base of millions of loyal customers, of which 75% come directly to the brand. From a $35,000 Kickstarter in 2011, Quad Lock grew to $196m in sales in 2024.
It may not be the sexiest product, but any brand that has grown as consistently while staying true to its vision (and achieving a $500m acquisition in the meantime) gets my vote for an Accelerate Growth journey.
Talk To Us
Want to find out how you can accelerate growth? Drop us a line and our team will be in touch.
