We tapped into a select group of local influencers to drive greater awareness and encourage “biking” trial. These influencers weren’t cycling celebrities or marathon gurus but, rather, everyday commuters who could speak to the relatable challenges of transporting families, swapping the car for quick errands, and navigating streets on two wheels. By accessing these nano-influencers as expert storytellers, we sought to showcase Way to Go as an accessible, attainable goal for our region, and help introduce new riders along the way.
While our influencers focused on encouraging “trial rides”, COHN wanted to ensure our organic social media efforts also drove participation. We launched the #SummerBikeChallenge, a photo competition that included weekly prizes for the best bike “transportation” image.
- We collected over 1,000 community images that were aggregated into an interactive digital mosaic and shared via social and on the Way to Go website.