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Social success for city cycling video

June 2018
Social success for city cycling video
Mike Laskey
15th June 2018

A Diva animation has proven a success on social media – after being shared by local influencers like Pete McKee and Henderson’s Relish.

We created an animation called ‘Ups and Downs’ to celebrate the recent arrival of yellow Ofo hire bicycles in Sheffield.

Following a bike’s journey around the city, the video offers glimpses into the daily life of all kinds of Sheffielders, with depictions of local places and landmarks like Kelham Island and the Arts Tower.

The film even includes a gentle nod to the challenge posed by Sheffield’s seven hills when it comes to cycling. 

With no advertising spend on any social platform, Ups and Downs has received more than 18,000 impressions to date, with an impressive engagement rate of 3.5 per cent. 

The accounts to have shared, retweeted or liked it include Henderson’s Relish, Visit Sheffield, Ofo UK, Sheffield Business Improvement District and the artist Pete McKee, whose ‘The Snog’ characters are lovingly referenced in the animation.

Mark Vincent, digital strategy manager at Diva Creative, said: “We have loved seeing the new Ofo bikes being adopted across the city and we wanted to highlight how cycling is now a huge part of daily life for lots of people.

“Ups and Downs has shown how effective creating good social media content can be, especially as it has reached a large audience completely organically.

“It has been great to see people and organisations across the city really relate to some of the moments in the animation, and the feedback we have had has all been hugely positive.”

By Mike Laskey

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