They Gave Milo a Bike.
We Made Sure People Saw It.
RE/MAX agents in Winnipeg, Stonewall and Steinbach pay into a community fund every month. In 2021, that fund paid for a custom adaptive bike for Milo, a young Winnipeg boy, through the Dream Bike Program.
AdEasy filmed the bike presentation under the RE/MAX hot air balloon and put the story in front of more than 135,000 people.
People in Winnipeg, Stonewall and Steinbach reached by the Facebook campaign
Times the ads were shown, about six times for each person reached
People Meta estimates would still remember the ad two days later
Media spend, less than half of what the adaptive bike cost
Meta (Facebook) results for the RE/MAX awareness campaign in Winnipeg, Stonewall and Steinbach, from its December 2021 launch to late February 2022. Ad spend is media only. Ad recall lift is Meta’s estimate of how many people would remember the ad if asked within two days.
Plenty of Giving.
Not Much Showing.
RE/MAX supports a long list of local causes: Children’s Miracle Network, the Teddy Bears’ Picnic, rinkside boards at Winnipeg Ice games, the Goldeyes, Assiniboia Downs and a float in the Santa Claus Parade. The money comes from the agents themselves, who pay into the fund every month.
The agents want to see where their money goes, and homeowners should know RE/MAX shows up for the community. There’s also a rule: this work can’t promote any one agent. It has to be about the community.
In 2021 we made RE/MAX a community support video that rounded up a year of that work. Then RE/MAX decided to sponsor a Dream Bike.
Every Kid Should
Get to Ride.
A child living with a physical disability often can’t ride a regular bike. An adaptive bike is built around the child who will ride it. In 2020, AdEasy started the Dream Bike Program with Freedom Concepts, a Winnipeg company that has built adaptive bikes since 1991, to find local businesses willing to pay for one.
Clean Line sponsored the first bike in October 2020, and our own team raised the money for another. In 2021, RE/MAX signed on to sponsor Milo’s.
$4,800+ Per Bike
Each adaptive bike is custom built for the child who will ride it, so no two are alike and none of them come cheap.
Often Not Covered
Many government programs don’t pay for this kind of equipment, which leaves families to find the money on their own.
A Business Sponsors It
The sponsor pays for a child’s bike, gets a charitable receipt through a local charity partner, and a photo of the new rider.
A Bike, a Balloon
and a Film Crew.
Planned Around the Weather
We wrote the creative brief, storyboard and shoot plan. The bike would hang from the RE/MAX hot air balloon, tethered to the ground, so we held three possible dates and waited for calm skies.
Filmed the Presentation
Milo and his family met the RE/MAX team outside Fort Gibraltar in Winnipeg. Our crew caught the balloon, the bike and Milo on it, plus interviews with his mom and the RE/MAX team.
Cut It for Every Screen
A full-length film for RE/MAX agents and the web, plus shorter cuts sized for social feeds, captioned so the story works with the sound off.
Showed It to the Neighbourhood
We wrote the ads and ran a Facebook awareness campaign aimed at homeowners in Winnipeg, Stonewall and Steinbach, starting in December 2021, and managed it from there.
Proof the Money Went Somewhere
Agents fund this work every month. The film shows them exactly what their contributions bought: a bike, a family and a story worth sharing.
A Reason to Remember RE/MAX
People in Winnipeg, Stonewall and Steinbach saw RE/MAX giving back close to home, with no sales pitch and no single agent in the spotlight.
Seen by 135,000
Neighbours.
The Facebook campaign launched in December 2021. By late February 2022 it had reached 135,899 people in Winnipeg, Stonewall and Steinbach and had been shown 821,231 times, on $2,225 in media spend.
That’s less than two cents for each person reached. Meta estimates 14,200 of them would still remember the ad two days later. For less than half of what the bike itself cost, the story of where the agents’ money went reached more than 135,000 neighbours.
The same goes for a home service company that sponsors a team, a hamper drive or a bike. The giving matters. So does making sure the people you serve see it.
| Measure | Result |
|---|---|
| Media spend | $2,225 |
| People reached | 135,899 |
| Impressions | 821,231 |
| Times each person saw it | ~6 |
| Cost per 1,000 impressions | ~$2.71 |
| Cost per person reached | under 2¢ |
| Estimated ad recall lift | 14,200 |
Per-person and per-1,000 figures are worked out from the spend, reach and impressions above.
Source: Meta Ads results reported in AdEasy’s Dream Bike Digital Media Plan, February 28, 2022. Ad spend is media only. Bike cost is from the Dream Bike Program brochure, which puts adaptive bikes at upwards of $4,800 each. Reach and recall are awareness measures, not leads or listings.
“I think we all feel that every child should have a bike. Just that feeling of inclusion, to make a child actually feel like a child.”
