Bike to Fight was a fundraiser for the workers' relief fund by the Restaurant Association Metropolitan Washington (RAMW) in partnership with Hook Hall Helps. Their aim was to support hospitality workers furloughed as a result of the coronavirus, through the supply of food packages. The fundraiser centred on a 100-mile cycle from Washington DC to Virginia by PR Practitioner and CrossFit enthusiast, Jimmy Nguyen. With 2 weeks to prepare for the main event and 1 week to conclude, the short-term campaign had to make a big impact fast. CurerCom was brought in to consult on the COMMUNICATE and CONNECT stages with Nguyen, along with Graphic Designer,  Hayley Tilghman for CREATE.

We focused on one social media platform in order to establish a brand personality quickly and create quality content worth following and sharing. The @biketofight profile was set up on Instagram on May 11th, averaging two posts a day. Content was shared to a Facebook event page and personal LinkedIn pages to assist when reaching out to sponsors and other businesses.

SMART Objectives
  • 100 donations and $1000 before the cycle was complete to incentivise donors to race Jimmy
  • Secure two sponsors
  • 5 invitations per follower to like, follow or share the Bike to Fight event on Facebook or @biketofight on Instagram
  • User-generated content through participation in 100-themed challenges
  • 1 piece of local news coverage
  • Sponsorship from @_stacebakes in the form of 100 cake packages; health influencer, @andreabefus through 100-themed exercise challenges and @greenlizardcycling, who provided the cycling kit and bike
  • Nearly 150 Instagram followers and 50 interested and attending on Facebook
  • $1000 raised by the end of the cycle, resulting in 200 meals to the community
  • 2 pieces of local news coverage

We achieved local media coverage with ABC7 and Fox 5 DC. Media coaching was given to ensure we emphasised the impact a donation could make and subsequently, the value of the donor themselves, as well as to build the character of the Bike To Fight Event through Jimmy and his connection to the cause.

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