The Client
Reuben Rollers
Introduction
The Reuben Rollers are Victoria Park's most laid-back cycling crew — a community built around easy pedals, good coffee, and the very important ritual of a great feed at the end. Each year they celebrate National Reuben Day with a week of rides across Vic Park's best local cafes. Each year, it's gotten bigger.
When they came to Orpheus Creative ahead of the 2026 Reuben Rodeo, the brief was simple: make this the biggest one yet. We got to work.
The Problem
A grassroots community event with genuine local energy is a beautiful thing, but without the right amplification, that energy stays contained. The Reuben Rodeo had the riders, the venues, and the vibe. What it needed was a strategy to reach beyond the existing crew: to pull in cyclists who didn't know the Rollers yet, draw foot traffic from the broader community, and give each participating cafe its moment in the spotlight across a seven-day program.
Six venues. Seven days. One week to make noise.
Our Solution
We took on the full event ecosystem — strategy, social media, content creation, and a dedicated landing page that brought the entire Rodeo to life in one place. Each venue collaboration was mapped out individually, with tailored content that gave every stop its own story while threading through the week's narrative.
On the content side, we produced a comedy promo video that captured the Rollers' personality without taking itself too seriously — exactly the kind of content that earns views rather than begging for them. UGC creators were deployed across the venues throughout the week, generating real, in-the-moment content that kept momentum building daily.
We also coordinated with the City of Victoria Park, whose support gave the event official reach and legitimacy, and earned the Rodeo feature coverage from Morsels Perth and City of Vic Park, extending the story well beyond social media.
Final Thoughts
The numbers told a strong story: 100,000+ impressions over the event period, 227 cyclists participating, 200 kilometres ridden across the week, and a 308% increase in profile visits. Earned media coverage from Morsels and the City of Victoria Park extended the Rodeo's reach far beyond what paid promotion alone could have achieved.
But the result that matters most is this: it was the biggest Reuben Week the Rollers have ever had. Cyclists and the general public turned out in a way that surprised even the organisers — and before the week was done, they were already planning something bigger for next year.
Some events you manage. Some you make.
