Working with ŠKODA on their “Why We Ride” campaign, I helped shape a compelling, multi-channel initiative that merged storytelling, brand heritage, and data-driven targeting to reach a growing female audience.

ŠKODA, originally a bicycle manufacturer, wanted to reconnect with its roots while positioning the new KAROQ SUV as the ideal car for cyclists. Using deep audience insights, the campaign spotlighted women in cycling, challenging common barriers and encouraging participation through authentic storytelling and education.

My role included:

• Script support for the main campaign film, which followed three prominent female cyclists sharing what inspires them to ride—bringing human-centered storytelling to the forefront of the brand’s message.

• Scriptwriting and messaging development for the accompanying educational videos, designed to encourage and empower more women to cycle by addressing real-life barriers like confidence, logistics, and access.

• Content creation for blogs, campaign case studies, and online articles that extended the reach and impact of the campaign across ŠKODA’s digital ecosystem.

• Tone and voice alignment across platforms to ensure all assets felt cohesive, on-brand, and relevant to the newly identified target audience.

This campaign was a strong example of integrating heritage, purpose, and personalization into automotive marketing.