Digital PR Agency

She Can Ride

objectives

Bott and Co is an award-winning solicitors, with specialist expertise in areas including road traffic accident claims. Seeking to own a topic relevant to its potential client base, our ‘She Can Ride’ campaign positioned the firm as a thought leader in cycling. Our comms objective was to secure national media coverage and generate quality backlinks.

strategy

We needed to build the right partnerships and content to enable Bott and Co to speak with authority and authenticity on the topic of cycling.

The strategy focussed on:

Building rich content around our key insight – that women don’t feel safe cycling on the roads
Alignment with an influential spokesperson – Paralympic cyclist, Dame Sarah Storey was selected

We needed to create a positive movement to tackle the barriers to women taking up cycling. By doing so, not only would we build brand credibility for Bott and Co, but brand love too.

We used Bike Week in June as a hook to drive media coverage and online talkability across channels.

execution

We commissioned research into female attitudes to cycling post-pandemic, which revealed half of women in the UK felt scared to cycle (put off by road dangers and personal safety) and 90% didn’t own a bike. We created a media story around the shocking findings, and launched the ‘She Can Ride’ campaign which aimed to get 50,000 women cycling.

Focussed on our objective to generate quality backlinks, we created a campaign hub featuring an interactive cycle club finder, connecting potential female riders with others to boost participation rates. This gave the media an authentic reason to link back to the brand site.

We partnered with Paralympian Dame Sarah Storey who became the face of the campaign. As well as commenting on the research, she offered positive and practical tips on how women can get into cycling, which were used in social media video content as well as press interviews.

Finally, revealing the real women behind the data, we sourced and interviewed case studies and told their inspirational stories across channels.

results

Dozens of media hits

Riding home with dozens of media hits, campaign coverage included nationals The Guardian, Metro, The Sunday Times, The Daily Telegraph, Daily Mail and Financial Times. Sentiment was resoundingly positive as the press got behind our movement.

Domain authority of 58

Half of media coverage included a backlink to the campaign page from a high average domain authority of 58, and significant peaks in traffic to the website could be seen as coverage hit.

Bott and Co’s Head of Digital, Ben Gray, said:

“Working with Smoking Gun on this campaign has allowed us to take significant steps forward in introducing the Bott and Co brand to the cycling community.”

results

Dozens of media hits

Domain authority of 58

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