For the sake of a “greener, fitter, healthier nation,” HSBC UK (@HSBC_UK) and British Cycling (@BritishCycling) are partnering to get 2 million Britons back on their on bikes by 2020.
@HSBC_UK turned to Twitter seeking something special for its campaign, #LetsRide. It hoped to engage a wide audience as it raised nationwide awareness of its goals, and awakened enthusiasm for cycling.
Drawing from its creator network, Niche, Twitter enlisted three influencers — @dollybowbow, @FamilyFizz, and @JadaSezer — to remind Britain just how fun and easy cycling can be.
For a month, the three Niche creators rode digitally enhanced bikes that tracked every mile ridden, every pound saved compared to public transport, weight loss, and carbon offset per journey.
The creators helped @HSBC_UK forge an authentic, emotional connection with its audience as they made cycling part of their daily lives. They documented their unique cycling stories in over 101 pieces of content, which @HSBC_UK shared on Twitter and beyond. Some were Tweeted organically, while the brand promoted others on its own account or on the influencers’ handles.