Cadence90 is an organisation that conducts an annual cycling tour: Tour of Karnataka. These tours are often held across some of the most picturesque locations and breathtakingly scenic routes in the Western Ghats of Karnataka and display the prowess of expert riders that take part.
To create and grow a social presence that increases awareness, informs followers and potential riders, and attracts sponsors.
We began with the analysis of the reason for existence, motivation, and goals intended to be achieved through social media for ToK. The understanding that ToK was a social initiative, did not target commercial gain, and only looked to spread awareness, demanded a very different approach as to what the Synergos team has experienced before. With a new tour every year, and a new terrain to conquer, a unique campaign was designed to represent the spirit of a fresh tour.
In order to humanise the cause, and help the audience build an emotional connect, Synergos designed a series of posts that introduced the riders and the support staff to the audience. A thorough coverage of the offline events, along with maps of the route taken on Instagram and Facebook helped spread the challenging nature of the ride and the dedication of the rider to the initiative. Existing social presence of the sponsors was leveraged through communications that thank each individual sponsor, and tagging them while simultaneously showing gratitude. Fresh features like grid posts, and interactive stories and a healthy mix of various types of media, were taken advantage of, allowing us to enjoy a growing audience with each passing year in terms of reach and a notable engagement rate of 12%. The resilient nature of the riders was considered the key element in design and communication and garnered a successful presence on social media that continues.