A single tweet by socially influential 51-year-old amateur cyclist Quentin Field-Boden led to an inspirational journey.
We engaged Quentin with a unique social challenge; complete the entire Tour de France one week before the professionals using SKINS compression clothing technology and document the ride entirely through social media.
We also engaged influential cyclists within the online sporting communities from the UK and Australia. Shipped their own SKINS products, these voices joined Quentin’s challenge by undertaking their own local stages of the Tour, testing out the SKINS clothing and sharing their experiences with their online communities.
The campaign stimulated a 170% growth in SKINS social media conversations around the world. SKINS.net experienced an increase in visitors of over 50%, including a 68% rise in new visitors, and unit sales grew by over 20%.