Helping Busby Reach More Cyclists And Drive Downloads
Busby has quickly become cycling’s leading safety app
How we helped a leading cycling safety app reach more cyclists.
Brief
Busby is the leading safety app for cyclists and outdoor enthusiasts. It detects when you’ve had an incident and, via its partnership with What3Words, sends a notification to your key contacts. It also offers a number of other features to keep you safe whilst out on the roads or trails, and even rewards you for being safe with exclusive competitions and discounts from top sports brands.
We were approached by Busby as they were about to roll out a key update to the app - ‘Busby 2.0’. The brief was simple: raise awareness amongst the cycling audience, increase traffic to the Busby website and drive downloads.
What We Did
We knew that in order to make the biggest impact we needed to create a major spike of awareness during the week of launch. It required a strategy that would not only introduce Busby to thousands of keen cyclists in the UK, but also compel them to click through and download the app via the App Store.
Our solution was to harness our unrivalled network of social media influencers and deliver a week-long influencer marketing campaign of branded content and giveaways.
We collaborated with nine of the UK’s biggest cycling social influencers including Francis Cade (@franciscade), Keria McVitty (@ginger_biskwit), Imogen Cotter (@imogencotter) and several others with a combined reach of over 250,000 followers. Each one was tasked to run a series of posts across their Instagram account during the week of launch. Simultaneously, we leveraged our relationships with performance brands Wahoo and See.Sense to provide top cycling navigation and safety kit as prizes.
In each video post, the influencers were briefed to explain what Busby is and the many safety benefits it offers. They also offered their followers the chance to win the prizes in return for clicking through and downloading the Busby app.
To give the campaign further reach, we produced and distributed a series of Instagram Stories across our in-house social media channel, Cycling Pulse, reaching thousands more avid cyclists, driving further engagement and downloads for Busby.
Throughout the entire week of activation, the Busby brand was front and centre of the social feeds of thousands of cyclists in the UK. Within a few days, the project delivered over 350,000 impressions, a reach of more than 135,000 and nearly 10,000 engagements. Crucially, for our client, it generated more downloads of the app in one week than their entire monthly average, the biggest spike in traffic they had ever seen, and doubled their Instagram following. With a measurable return on investment, the entire project took just two weeks to deliver.
What The Client Says
“The content looks unbelievable and the influencers are all top names. The competition was brilliant. Thanks for putting this together for us so smoothly - really impressed with everything!”
James Duffy, Busby Co-Founder