Zwift has historically focused its PR and marketing efforts on appealing to competitive and enthusiast cyclists. While this core approach remains relevant, we saw the target audience shifting toward non-cyclists.

With COVID-19 turning the world (along with the sport industry) on its head, we were presented with a unique opportunity to take advantage of the mainstream boom of esports, with Zwift hosting the first Virtual Tour de France. With this, we could truly humanise the brand through community-focused storytelling on how to stay fit and connected throughout the pandemic.

In order to get stories across the line with publications that amateur Australian and New Zealand cyclists were reading, we championed the experiences and journeys of the ‘normal’ and professional cyclists on the platform to bring the brand to life.

Making use of the treasure trove of data and relatable local Zwifters we have access to, we focused on humanising the platform using local Zwift Academy success stories like Ella Harris, Jess Pratt, Ollie Jones, Kate Bates, Cameron Wurf and more as case studies. We told community-focused storytelling using everyday Aussies and Kiwis that are using Zwift as a fundraising platform, and used a review program with non-cyclist consumer tech media to show what Zwift could bring.

From March to December, we have helped Zwift tell stories from the launch of a world-first in its Virtual Tour de France, landing a broadcast feature on The Project NZ where co-host Jeremy Corbett pedalled alongside Ella Harris to mark the occasion, to stories on how busy mothers can stay fit and remain connected with a community on the platform.

Our storytelling for Zwift spans from broadcast — the likes of ABC News and The Project AU — to mainstream consumer, lifestyle and business publications like Stuff.co.nz, Radio New Zealand, Newsroom, The Spinoff, AAP, Canberra Times, body+soul and its sister podcast Healthy-ish.