Navigating the Social Media Landscape with the Bicycle
Fietsersbond, a nonprofit advocating for all cyclists across Flanders and Brussels, wants to make cycling a basic necessity and help 392,000 households without a bike get their own “steel horse.” We all know cycling is healthy, but not everyone feels like pedaling in the morning. Three out of ten Flemish people who own a bike only use it occasionally, and the weekly news reports on traffic accidents involving cyclists don't help. And yet, maintaining an active lifestyle appears on many people's New Year's resolution lists each year.
So how can cycling still be promoted as the healthiest and most sustainable mode of transport, while lowering the barrier to hopping on the pedals? You need to know how to reach people. Creating a positive image and keeping cycling top-of-mind? That's exactly where we become the perfect tandem buddy to make it happen.
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Getting Everyone Pedaling
Reaching the right people with the right message starts with research and knowledge. Before we unleash all our creativity, we begin with a thorough analysis of the desired goals, the different target audiences, and the most effective formats. And we make sure everyone is along for the ride: members of Fietsersbond, cyclists, and policymakers. In short, we collaboratively develop a social content plan with a successful campaign in mind.
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Cycling Enjoyment
Plan of action? Check. But not all social media platforms are the same, which is why we chose to run the campaign on both Meta and LinkedIn. This ensures targeted content in every feed. And the formats? Brought to life in collaboration with a creator. She went all-in on cycling content: from challenges and fun bike rides to behind-the-scenes moments at Fietsersbond. Everything aimed at showing how much joy you get when you leave the car in the garage. A successful campaign with plenty of engaging content—and keeping the momentum rolling toward the finish line.
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