British Cycling – driving grassroots participation.

Breeze is one of British Cycling’s award winning initiatives, which brings together women of all ages, abilities and experience levels to enjoy bike rides across the UK. The programme is delivered by a network of over a thousand passionate and enthusiastic female volunteers – the Breeze Champions.

Cogent and British Cycling came together to create a campaign to create awareness of Breeze, increase visits to the British Cycling site and to get more women to sign up.

As we got to know the Breeze team, we found out that many of the Champions had fascinating personal stories, and inspiring reasons for getting involved in cycling.

So we wanted to tell those stories to women across the UK.

Our in-house film team captured the energy and commitment of these inspirational women through a series of individual case study films and a main campaign film, giving them the platform to explain the ways in which cycling has improved their lives.

We had the content hosted on the Breeze website. The next step was to distribute it.

First, we edited bitesize teasers for social media. Then we got together with Rocket Fuel, programmatic marketing experts to ensure the content found it’s audience through advertising. We also partnered with Hearst Media, publisher of female-focused titles including RED, Good Housekeeping and Women’s Health, creating advertorial articles about our Breeze Champions, supported by the films.

Most importantly, as more and more people shared the films and articles, and with strong click through rates from the programmatic advertising, sign ups to the Breeze programme began to climb uphill.

Much like a peak in the Tour de France!