It started with a $100,000 donation, ended with $11 million raised for charity, and somewhere along the way, an electric bike brand earned 235M+ impressions and $7M worth of brand awareness. 

Ahrefs’ Community Manager, Michelle Lindner, shared Ryan Trahan’s “50 States Challenge” in our #Marketing Slack channel after watching it with her kids. She thought it showed some awesome examples of unconventional marketing—and we agreed. Slack thread in a #marketing channel from user Michelle posted on July 10th at 5:52 PM. The message discusses Ryan Trahan's 50-day challenge visiting all 50 states to raise money for St. Jude, highlighting the marketing opportunity of brand donations and mentions that the campaign has raised almost $4M with 20 days remaining.

One brand stood out so strongly that it inspired us to make our own donation… 

Thank you message from Ahrefs showing their company logo and a "$5,000 Donation" to Ryan Trahan's 50 States Challenge. The text reads "Thank you for raising money for a great cause. Best wishes from the Ahrefs Marketing Platform team!"

…and prompted Ahrefs’ VP of Marketing, Sam Oh, to create a YouTube teardown of their strategy.

Here’s what happened, how the campaign worked, and why it matters.

Ryan Trahan visited all 50 U.S. states to raise money for St. Jude Children’s Research Hospital. He started with a $1M goal and ended up raising over $11M.

Ryan Trahan outdoors against a blue sky with clouds, holding up a white card or paper showing the silhouette of the United States map.

The series became a viral sensation, pulling in millions of views daily. Along the way, brands became part of the story—and one in particular.

Enter Lectric e-bikes.

Outdoor scene with three men examining a white Lectric e-bike on a sidewalk. The men are smiling and appear to be discussing or demonstrating the bike's features. The setting appears to be in front of a commercial building with cars visible in the background.

Lectric’s involvement looked nothing like traditional sponsorship, felt nothing like an ad, yet generated results that most CMOs could only dream of.

By naturally integrating their brand into the challenge, they pulled off one of the most quietly brilliant brand moves of the year.

Here are four lessons learned from their unconventional campaign…

AI domain visibility research shows that Reddit is routinely cited in Google’s AI search responses.

Ahrefs "AI Overviews Top 10 mention share" research showing website mention percentages. Wikipedia.org leads with approximately 10%, followed by youtube.com at about 9%, reddit.com at around 8% (highlighted with an orange border), quora.org at about 4%, and several other sites including translate.google.com, healthline.com, mayoclinic.org, clevelandclinic.org, nih.gov, and medicalnewstoday.com with progressively smaller percentages.

When fans celebrated Lectric in forums and threads, it didn’t just influence people—it influenced AI.

Now, when someone goes to AI assistants to research Lectric products, they’re going to come across specs, official reviews, and positive digital word of mouth.

Reddit comment from user Main-Illustrator8564 posted 1 month ago, describing their positive experience with a Lectric e-bike over a year and a half of ownership. The comment mentions daily 3-mile commutes, longer 15-20 mile rides, and bike accessories including a milk crate basket, mirror, phone holder, and cup holder for their coffee shop job.

With each user post, discussion, and reaction, AI systems better understand that Lectric is a brand people genuinely trust.

Ahrefs’ Site Explorer showed that what started as modest exposure, grew into hundreds of thousands of organic visits.

Ahrefs' Site Explorer chart showing organic traffic performance over the last 2 years for the brand Lectric. The orange line graph displays steady growth from around 150K to peaks of 600K visitors, with particularly sharp increases visible in early 2025. The interface shows various metric options including referring domains and traffic value.

At first, Lectric was barely mentioned in AI assistants like ChatGPT, and impressions were modest: hitting just 4,000 across May.

A time series chart in Ahrefs' Brand Radar showing AI impression trends for various Lectric e-bike models over approximately one year (August 2024 to August 2025). Multiple colored lines track different models, with a data point popup showing May 14, 2025 values: "Any brand" at 4,128 searches, "lectric ebikes" at 1,971, "Lectric One" at 1,269, and other model-specific search volumes. The chart shows relatively flat trends with a sharp spike at the end of the timeline.

But by July, Ahrefs’ Brand Radar showed that figure had shot up to 700,000.

Ahrefs' Brand Radar dashboard showing AI impression data for Lectric brands, dated July 10, 2025. A line graph displays traffic trends over time with a dramatic spike reaching 800K. The legend shows various Lectric-related keywords with their search volumes: "Competitive scope" leads with 689,541 searches, followed by "Lectric XP" at 629,171, "lectric xpedition" at 113,484, and other Lectric bike model variations with lower volumes.

This happened not because they targeted select keywords or optimized a landing page, but because the story caught fire and the internet ran with it.

mentions, then unconventional campaigns like this will move from creative to business-critical.

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