How does an original idea become a brand with over 20 million organic video views, thousands of participants, and real cultural impact? The RentE story is proof that bold brand activations, self-aware content, and a clear voice can drive massive engagement – even on a minimal budget. At Diversity, we didn’t just provide strategy – we brought a new mindset. We helped RentE own who they are, who they speak to, and why they matter. We didn’t sell a product. We built a community, an experience, and a narrative we can now replicate again and again – because it wasn’t luck. It was the result of deep market understanding and an unapologetically human approach.
RentE x Diversity – How an Idea Rewrote the Market Through Authentic Brand Experiences
Context, starting point and direction
RentE launched with an innovative idea – which we enhanced together: a digital platform where anyone could rent or offer sports equipment. There was a website, functionality, a concept – but something essential was missing: the experience. The traditional rental model didn’t take off. The community didn’t form. The platform wasn’t growing.
That’s when they came to us, Diversity. Their ask was clear: direction, strategy, and a tone of voice that would truly connect with the audience who might actually use the platform.
We began with qualitative research: interviews with potential renters and owners, focus groups, and market feedback. The key insight? Sharing culture is still in its early stages in Romania – fear of the unknown and attachment to ownership still dominate behavior.
But we found an opportunity: a small but growing community where sports, sustainability, and shared experiences converge. That was our niche. And to reach it, we repositioned the brand, introduced a service management feature, and rebuilt communication around lived experience – not just product.
Brand positioning & tone of voice
RentE stopped selling a product and started offering a lifestyle: the freedom to move, the joy of sharing, and the energy of community. The tone of voice reflected that – casual, honest, and at times rebellious – just like the people behind the brand.
We openly acknowledged: this model isn’t for everyone. And that’s fine. The people who get it, really connect – and that level of authenticity became the brand’s biggest strength.
Activations and content strategy
The focus was never on the gear – but on the experience. The Bike Parade and later the Bike Run were not marketing events, but community celebrations. RentE organized 11 parades, bringing together over 4,000 participants with music, movement, and shared energy.
The content strategy leaned into video. On TikTok and Instagram, we focused on educational, humorous, and community-driven narratives. These weren’t ads. They were stories – about real people.
Results
- 20M+ organic video views in just 6 months
- 40+ videos with over 10k views, 7 videos with 100k+ views
- Top performance: 12.8M views on Instagram, 4.5M on TikTok, and 2.8M on Facebook
- Some videos gathered 400+ comments, sparking genuine conversations
- Brand activations beyond Cluj: Târgu Mureș, Brașov, and Oradea
- A consistently growing number of followers on social media
Most importantly, we could replicate the success. This wasn’t a one-off hit – it was systematic, strategic growth.
A brand doesn’t need to speak to everyone
RentE isn’t for everyone – and that was a strategic decision. It thrives in cities where people have the time, openness, and resources to try new things. Cluj is one of those cities: urban, young, and curious. And that’s why we deliberately avoided areas where the social and economic context doesn’t support a sharing economy.
And RentE didn’t just show up online. On December 17, 2024, they placed a hot tub in the middle of Cluj’s city square – an act that went viral locally and landed them in national news. That type of bold, playful, yet authentic presence? Few brands dare – but it worked.
We didn’t just advertise. We embedded the brand into the community and reshaped real-world behavior.
What this means for us at Diversity
The RentE case proved that a great idea isn’t enough. You need insights, vision, strategy – and the courage to be unapologetically yourself. At Diversity, we didn’t just build a campaign – we built a whole new category. We didn’t sell a product. We crafted feelings, connections, and real experiences.
We believe in experiential marketing – in strategies built on data, emotion, and cultural relevance. And RentE is one of the most powerful examples of what can happen when a brand is true to itself – and the people who believe in it.
Writers: Tímea Mészáros, Tamás Fábian, Robert Tripon