CLIMB-IT

Background

In 2021, longstanding client WaterAid approached us to help develop a new virtual cycling challenge. They had identified this as a potential opportunity to reach a new audience and tap into latest consumer trends in order to generate additional income.

The brief

Our brief was to create a new virtual cycling proposition linked to climate change and develop this into an MVP to test live in market. WaterAid wanted us to develop the audience, product, proposition, name, creative and comms plan and test plan. The test was to understand the appeal of the new product, its ability to attract new supporters and its fundraising potential.

The work

Killer started with the audience. We focused in on casual but serious cyclists – cyclists who cycle multiple times a week, use Strava and may do a mix of indoor (Zwift/Peloton etc) and outdoor cycling.

We wanted a challenge fitting for this audience – something achievable but hard enough that they could ask for sponsorship. We decided to focus on elevation, giving us a point of difference, and set a distance based on a mountain in one of the regions where WaterAid help communities impacted by climate change. We created a second direct link between product and cause with a new name: CLIMB-IT.

The one thing that cyclists have in common is their use of Strava – so we selected a Strava Challenge as the primary platform for both the activity and acquisition. We created a fresh and dynamic creative campaign aimed squarely at our serious cyclists.

Multiple Strava Club pages were combined into a single Club that we could focus on driving sign ups to – creating a solid database for future events. A detailed comms plan and shareable assets engaged the members in the activity and drove awareness of WaterAid’s work with communities affected by climate change.

We supported with incentives for fundraisers, recruitment of cycling influencers, supporting Facebook digital assets, community management and all stewardship content and assets.

The results

The MVP provided a wealth of insights on cycling fundraisers and the use of Strava.

We saw strong interest with an incredibly high CTR on paid media and strong engagement with influencer posts.

There was a high level of engagement, with 106k cyclists signing up for the challenge, the WaterAid Strava club increased by 700% (providing a database for future events), lots of peer support through ‘kudos’, the WaterAid brand name popping up every time a ride was uploaded and 26% of participants completed the challenge.