ABOUT

Cycling UK is on a mission to get Britain on their bikes

The Challenge
Cycling UK is on a mission to get Britain on their bikes, spreading the message that cycling is a healthy, eco-friendly and cost-effective travel alternative. Bozboz were commissioned to get the word out about Cycling UK’s annual event, The Big Bike Revival, and to keep people cycling throughout the year.

As a registered charity, Cycling UK’s funding is dependent on public feedback, which is measured through a survey sent several months after the event. Therefore they needed to maintain consistent engagement with audience members gathered through previous Big Bike Revival events.

"Bozboz created a detailed communication strategy identifying key audience segments and setting objectives for email marketing, social media and digital optimisation." - Cycling UK

Our Approach
We delivered a personalised and segmented email campaign based on a database of previous event attendees, allowing us to speak directly to different segments of the audience and make sure that the information we sent to each group was relevant.

We also created custom audiences for Facebook, increasing post engagement and brand awareness.

Insight
Our email campaign was well-received, with almost 50% open rate email and response rates to the survey increasing week by week. The social campaign reached over 67,000 people with segmented targeting.

The Results
Our multi-channel campaign helped Cycling UK exceed their targets and gain valuable feedback from participants, which will be used to create further impact and shape future campaigns and events. Using careful audience segmentation we encouraged new audiences to give cycling a try while supporting previous event attendees in developing their new cycling skills.