Client case study

Schwalbe

Love Sugar Science were appointed to get commuters back on the road with Schwarlbe Marathon Plus tyres

The challenge

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!

Under lockdown people have been getting back on their bikes for the first time in years. But for every thrilling empty road and traffic-beating journey, cyclists have become reacquainted with punctures, inclement weather and car rage.

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!   

The idea

We needed to create a space that a non cycling community where Schwalbe can own and share their expert view of getting you on the road as well as bringing you the benefits and comfort their practically puncture proof marathon tyre can give you on your journey.

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!

The result

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!

Schwalbes impressive (and very informative) ‘Surprisingly simple guide to fixing a flat tyre’ was printed within The Guardian Weekend and transferred into high impact digital content delivering over 55K uniques.

All content pieces delivered over 1000 social shares and has created huge brand awareness for Schwalbe tyres to our commuter cycling community.