To develop mass awareness of Bosch eBike Systems products within the growing and increasingly accessible eMTB sector - appealing to a new demographic of fitness enthusiasts and encouraging them to give eMTB a try.
We knew that for Bosch eBike Systems to reach new audiences, we had to push content to them through media that provided not only great engagement, but also credibility - while being delivered in an authentic and fun manner. The cycling media couldn’t reach these people and general fitness media was too broad . . .
We delivered a targeted influencer campaign, inviting key opinion formers within the fitness and lifestyle sector to experience the thrills of eMTB by tackling the Bosch eMTB Challenge at Tweedlove Bike Festival, Scotland.
We interrogated social media data across a range of influencers, to aid us in selecting partners for the project. On the list of partners were: Williams F1 reserve driver and keen cyclist Jack Aitken, popular female fitness blogger Amy Cousins, MotoX and ‘family blogger’ Jordan Carter, as well as eMTB influencer Rob Hancil.