Onewheel has the kind of magic most brands dream about—a product that turns heads, earns rave reviews, and makes people feel something. But even the most beautiful ride on the planet doesn’t sell itself.

So, how do you sell a $1,800 recreational product to a young, cash-strapped audience?

The Santa Barbara-based startup had an ambitious goal: not just to sell electric boards but to create a lifestyle brand that inspired obsession. Onewheel was already a cult favorite in niche circles, but scaling was a different challenge altogether.

There were some serious limiting factors: a high price tag, a target demographic without much disposable income, and a category that demanded constant innovation to stay relevant. The stakes were high, but so was the potential.

Launched on Kickstarter in 2014, raising over $630,000, Onewheel sought out Rainfactory as its agency of record to own the growth and strategic marketing plan as they launched their first DTC store on Shopify.
Rainfactory’s mission? To transform Onewheel from a niche favorite into a cultural phenomenon.

The $100+ Million Strategy Spanning Nearly a Decade

We knew that in order to turn every potential rider into a passionate advocate, we’d have to focus on both top-of-funnel impressions and bottom-of-funnel conversions. Here’s how we got it done. 

*Spoiler Alert: “Rainfactory consistently crushes it, and fights for growth.” —Kyle Doerkson | CEO, Future Motion Inc.

From Day One: Building the Movement

Starting small but dreaming big, we paired Rainfactory’s ad expertise with Onewheel’s killer creative team. The goal? Dominate every channel: Google Shopping, YouTube, Facebook, Instagram – building a presence that seemed effortlessly organic while obsessing over the numbers behind the scenes.

Enter the flagship Onewheel XR+ in 2018 (yes, that’s a nod to the iPhoneXR). Launch day was charged with excitement and extreme focus. Our team tested every angle and audience imaginable. The winning tagline? “Snowboard year round, crush your commute.” It was simple, but with it, we had struck gold.

Giving People What they Wanted: A Beginner’s Board

When the Pint dropped in October 2019, it unleashed a Black Friday-level frenzy. The market had spoken loud and clear about the XR+’s price point, so we answered with a sub-$1,000 board that turned curious onlookers into actual riders.

From billboards to bus wraps, YouTube to Meta – the Pint launch sent shockwaves through the market. The more affordable board didn’t steal the XR+’s thunder; instead, it supercharged our entire lineup. Our custom marketing dashboard, which blended data from Shopify, Google, and Facebook, showcased numbers that made our jaws drop.

Enter COVID and an Insanely Successful “Destroy Boredom” Campaign

When 2020 hit and quarantining became the norm, professional photoshoots were suddenly out of the question. But while everyone else was binging Netflix, we spotted an opportunity. Enter “Destroy Boredom” – a campaign that turned cabin fever into adrenaline for all of us chomping at the bit to do something–anything–other than day drinking or making sourdough bread (remember how that was a thing?). 

Instead of polished studio shots, we showcased real riders doing what they do best – escaping the ordinary. This user-generated content strategy didn’t just perform well; it became our ace in the hole, consistently delivering our highest engagement year after year. Turns out authenticity beats polish almost every time.

A Launch to Remember

When Onewheel launched their GT and Pint X models in 2021, Rainfactory orchestrated a campaign that delivered jaw-dropping results. Within 24 hours, they had achieved a 22+ return on ad spend (ROAS). By the end of the first weekend? Multiple seven-figure days rolled in like clockwork.

Every detail was optimized:

• Facebook ads that stopped people mid-scroll and sparked dreams of carving down streets.
• Google campaigns so precise they boosted year-over-year conversions by 10%.
• A MNTN CTV campaign that redefined what brand awareness could mean for an electric skateboard.

The introduction of payment plans, making Onewheel more accessible to first-time riders.

Momentum Keeps the Wheel Turning

Driving awareness was just the first step—we knew that to sustain growth, we had to refine every element of the customer journey. From the moment someone discovered Onewheel to the moment they clicked “buy,” and beyond, we made sure the experience was seamless, engaging, and memorable.

We developed highly effective retargeting campaigns that kept potential buyers engaged, answering their questions and addressing concerns through strategic messaging. Customer testimonials and user-generated content became powerful tools to showcase the joy of owning a Onewheel.

Each new rider didn’t just become a customer—they became a brand ambassador. Social media platforms lit up with videos of owners carving through streets, parks, and trails, fueling the community-driven marketing that Onewheel thrives on. Their passion was contagious, creating a viral effect that brought even more riders into the fold.

We also made sure the post-purchase experience was equally remarkable. Riders were welcomed into a thriving online community where they could share tips, tricks, and stories, making them feel like they were part of something bigger.

The success was undeniable. Onewheel’s eCommerce revenue didn’t just grow—it skyrocketed to the tens of millions, proving that momentum truly is contagious even when it seems like an uphill battle.

Taking Calculated Risks

If a marketing agency tells you they have all the answers from the beginning, we’ve got one word for you: RUN. 

Why? Because, the market is BOSS. 

Hypotheses and bold ideas are great, but without testing the field, there’s no way to know how your product will perform. At the end of the day, if you’re not seeing results, it’s time to scrap your ideas, pivot and test again. Work to refine and scale the ideas that convert without letting your ego get in the way. 

With Onewheel, we took calculated risks to ensure every campaign delivered maximum impact.

We A/B tested everything, from offers to ad copy, images, and calls-to-action. This iterative process allowed us to fine-tune our strategies based on real-world data, ensuring that all our moves were well-informed and poised for peak performance. 

Our YouTube campaigns were a standout example of this approach. By creating dynamic, engaging content that highlighted the thrill of riding a Onewheel, we not only captured attention but also converted viewers into buyers. These efforts earned us a coveted Top 10 Ad Optimization Award, proving that great creative paired with precise targeting can be a game-changer.

This relentless commitment to creativity and precision is what allowed us to drive Onewheel’s growth—not just as a product, but as a movement that inspired adventure and freedom.

Creating a Cult-like Following

Every marketer knows that you’re not selling a product, you’re selling an idea, which is why we focused less on electric skateboards and more on the ideas of freedom, adventure, and joy. Onewheel became a symbol of destroying boredom and transforming the everyday commute into something extraordinary.

With every campaign, we told a story, showcasing the emotional connection between the rider and their board—whether it was carving down a scenic coastal road, gliding effortlessly through an urban jungle, or just rediscovering the thrill of movement. Forget technical specs or features (yawn); it was about how Onewheel could change your experience of getting from point A to point B.

Every ad, every email, every touchpoint reinforced the promise of adventure, the thrill of speed, the joy of charting your own path, and saying goodbye to boring commutes.

Where We Ride From Here

Onewheel’s story is far from over. With an ever-growing community of passionate riders and unstoppable momentum, the brand is poised to reach even greater heights. Whether it’s refining their product line, reaching new audiences, or scaling their impact, the journey ahead is full of possibility for our long-time friends. We can’t wait to see what happens next! 

Think your product has what it takes to capture hearts and break sales records? Let’s find out together. Set up a time to chat and learn more about why we’re the most successful crowdfunding agency in history, and why CEOs like Kyle Doerkson at Future Motion trust Rainfactory.