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The challenge

British Cycling required a greater frequency of people aged 16-24 to cycle more often via Ride Social, Britain’s biggest social cycling community.

Jonathan Saccone-Joly Ride Social - Lets ride

The solution

We recruited influencer and Father vlogger of the year Jonathan Saccone-Joly to organise his own exclusive bike ride adventure on Ride Social where he would harness the power of his channels to invite young cyclists across the country on this exclusive ride, and encourage them to use Ride Social more often.

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The results

Jonathan promoted the cycling event within several pieces of branded content resulting in 60,000 unique site visits to the Ride Social group page, with 15,000 people aged 16-24 applying to join him on the ride. The main campaign video showcasing the exclusive ride received over 650k views which resulted in more than 5,000 young adults creating their own Ride Social profiles for future bike rides.