With the first ever Tour de France Femmes aves Zwift on the horizon, the biggest race of its kind on the women's pro cycling calendar, as headline sponsor we had a responsibility to get people watching the race later in the year, to help grow the women's side of the sport and look to level up towards the profile of the men's.
I brought my experience from working in top flight football content and the production around the FIFA World Cup for Adidas to move the needle in how Zwift Marketing worked, and created a first for the Women's Pro Peloton in terms of scale of shoot, output and athlete involvement.
Leading a cross functional team or freelance and Zwift staff, we pulled together more than 30 of the top pros on the planet, from a variety of teams some Zwift sponsored, some not, and representing the breadth of the peloton on a single day, across 9 stages in Brussels, to build out hundreds of still, moving image and audio assets which allowed the campaign to fly in the build up to the first race of its kind.
Dropping across podcast, commercial, paid media, social, CRM, partner activations and a hub website, the campaign successfully drove awareness of and engagement in the Tour de France Femmes and encouraged people to "Watch the Femmes" which they did, in large numbers.
23.2 Million Viewers on Broadcast alone, and significant increases in followers, engagement and reach on social across the teams and riders competing.
