Schwalbe’s ‘Cycling Community’ Campaign with The Guardian

We can all agree that 2020 was a year like no other! But there were some positives which resulted, like the fact we were more active and were very much taking advantage of our newfound commute free…freedom!

Cycling, and the demand for bicycles, during 2020 Covid19 lockdown saw a whopping  60% increase. Along with the government’s encouragement, Schwalbe wanted to get the UK’s cycling commuting cavalry set, ready and feeling confident on 2 wheels again.

With the cycling boom here to stay we needed to empower newbies to give commuting a go and to pick Schwalbe’s marathon tyres for the easiest, puncture-free commutes yet!  

We created a new cycling commuter content series with The Guardian aimed at equipping readers with tips and tyres for a confident cycle, whilst also sharing how liberating cycling can be when readers had the confidence to get on the road.

The complete cycling series ‘Ride a Marathon’ ran across high impact print articles, as well as highly engaging digital articles, social media pushes and digital promotion within The Guardian UK’s website, reaching over 4 million adults.

We delivered some incredible results with this campaign!

Schwalbe content delivered 10-minute dwell time on the hugely popular ‘What cycling personality are you?’ quiz and average campaign dwell time of 5 minutes, a whopping +255% above benchmarks.  Across all content pieces, we delivered over 1000 social shares, resulting in huge brand awareness for Schwalbe tyres to the commuter cycling community.