Schwalbe’s ‘Cycling Community’ Campaign with The Guardian
We can all agree that 2020 has been a year like no other! But there have been some positives coming out of of this extraordinary year, like the fact we’ve been more active and taking advantage of our new found commute free… freedom!
Cycling and the demand for bicycles during 2020 Covid19 lockdown saw a whopping 60% increase in sales. Along with the governments encouragement, Schwalbe wanted to get the UK’s cycling commuting cavalry set, ready and feeling confident on 2 wheels again, because – let’s face it… it’s been a while!
With the cycling boom here to stay we needed to empower newbies to give commuting a go and to pick Schwalbe’s marathon tyres for the easiest, puncture-free commutes yet!
We’ve created a brand new cycling commuter content series with The Guardian aimed at equipping readers with tips and tyres for a confident cycle whilst also sharing with their readers how liberating cycling can be when they have the confidence to get on the road.
This complete cycling series ‘Ride a Marathon’ is running across high impact print articles as well as highly engaging digital articles, social media pushes and digital promotion within The Guardian UK’s website reaching over 4million adults!
We’ve delivered some incredible results with this campaign!
With Schwalbe content delivering a whopping 10 minute dwell time on the hugely popular ‘What cycling personality are you?’ quiz and average campaign dwell time of 5 minutes – +255% above benchmarks!
With all content pieces delivered over 1000 social shares and has created huge brand awareness for Schwalbe tyres to our commuter cycling community.