Zwift - Establishing A New Cycling Behaviour
The Task/Objective – Accelerate the growth of Zwift users, whilst relaunching the brand identity and, ultimately, changing attitudes towards indoor cycling.
Cycling Insight – Our core audience lived and breathed cycling and were willing to try new things, but they were ‘time-crunched’, confused and intimidated by the indoor cycling category.
Our Solution – Leading with brand content, our communications strategy repositioned indoor cycling with Zwift. Moving it from necessary evil, to serious training that is seriously fun. This was further supported by ‘enabling’ content that aimed to bust the myths at key points in the customer journey. Everything was underpinned by hardworking acquisition comms.
The Experience – We matched SHIFT’s audience insight with market-leading advertising tech to deliver optimised digital campaigns and remarketing activity in video, social and display. A partnership programme was forged with specialist publications to create third party endorsement content, primed for search.Watch the video here