CicLAvia Social Media Campaign

Project Description

Our team Mini Data designed a strategy focused on a social media campaign in order to help shift the public’s perception of CicLAvia's contribution to the community of Los Angeles. We gathered qualitative and quantitative data through firsthand participant surveying at CicLAvia’s heart of LA event. Three months into the project our team was able to test our prototype of content creation at CicLAvia's South LA event.

Problem

CicLAvia’s current demographic is mostly cyclists and the organization is looking for a marketing strategy to communicate to the general public that their events are pedestrian friendly, and not just for bikes.

Insights

Over fifty percent of CicLAvia’s current digital outreach is composed of cyclist-centered content with little mention of the walkable portions of the event. Their main goal is to connect with the community on a broader level. Our team noticed a lack of highlighting groups and individuals at each event. We felt it was important to initiate a conversation with the neighborhoods they visit more often.

Solutions

Our solution was to utilize evergreen user generated content to form a stronger connection with the communities that CicLAvia passes through. CicLAvia Stories consists of fixed and mobile bases where the organization collects meaningful stories from community members that highlight their individuality and express what the events mean to them. We also crafted a content creation strategy composed of challenges and prompts that allows for the organization to generate content easily that calls attention to the fun the events bring to its attendees.