CCM x Bikesure x the DustRoom
This campaign case study showcases the content I created in collaboration with CCM Motorcycles and Bikesure, centred around my participation in the Distinguished Gentleman’s Ride 2025 in Sheffield.
The agreed deliverables were for Instagram only — my primary platform, where I’ve built a following of over 20,000. However, I also extended the campaign to TikTok and YouTube at my own initiative, to expand reach and deliver added value through cinematic content and platform-specific edits.
Event: The Distinguished Gentleman's Ride 2025
Date: May 2025
Location: Sheffield, UK
Creator: Paul Massey (the DustRoom)
Partners: CCM Motorcycles & Bikesure Insurance
Overview
In May 2025, I took part in the Distinguished Gentleman’s Ride in Sheffield, riding the stunning CCM Maverick, kindly loaned by CCM Motorcycles and insured for the event by Bikesure. The ride supports men’s mental health and prostate cancer research, causes that resonate deeply with me as both a mental health advocate and rider.
This case study explores the content I created during the campaign, including Instagram, TikTok, and YouTube posts, and how the CCM Maverick was showcased across different formats.
Campaign Objectives
- Showcase the CCM Maverick in both studio and ride environments
- Support the DGR’s fundraising mission with engaging, well-produced content
- Deliver high-quality, multi-platform media to raise brand awareness for both CCM and Bikesure
- Capture cinematic footage using high-end equipment
Content Produced
For CCM Motorcycles:
- Instagram Reel – Ride Day (DGR in Sheffield, jointly credited)
- Instagram Carousel – Studio Photography
- Instagram Static Post – Bike with Urban Background
- Instagram Static Post – Bike at the Event
For Bikesure Insurance:
- Instagram Reel – Ride Day (DGR in Sheffield, jointly credited)
Shared Across Additional Platforms:
- YouTube Video – Full 4K Cinematic Edit (jointly credited)
- TikTok Reel – Ride Day (DGR in Sheffield, jointly credited)
Equipment Used
- Blackmagic Pocket Cinema Camera 6K Pro
- Insta360 X4
- DJI Osmo Pocket 3
- iPhone 15 Pro Max
Original Soundtrack
A chilled Drum & Bass track composed and produced by the DustRoom, featuring warm melodic elements including piano and acoustic guitar
Instagram Performance
Reel – Ride Day (jointly credited)
- Reach: 9,446
- Views: 13,962
- Likes: 1,071
- Saves: 102
- Follower views: 2,932 (21%)
- Non-follower views: 11,030 (79%)
Carousel – Studio Photography
- Reach: 8,862
- Views: 10,846
- Likes: 803
- Saves: 12
- Follower views: 998 (9.2%)
- Non-follower views: 9,848 (90.8%)
Static Post – Bike with Urban Background
- Reach: 4,913
- Views: 5,599
- Likes: 578
- Follower views: 869 (15.5%)
- Non-follower views: 4,730 (84.5%)
Static Post – Bike at the Event
- Reach: 8,257
- Views: 8,613
- Likes: 646
- Saves: N/A
- Follower views: 741 (8.6%)
- Non-follower views: 7,872 (91.4%)
Instagram Channel Overview – May 2025
To provide wider context around the campaign period, here’s a summary of overall Instagram account performance from 1–30 May 2025:
- Total Views: 77,629
- Reach: 37,163
- Profile Visits: 3,991
- Follower Views: 20,504 (26.4%)
- Non-Follower Views: 57,125 (73.6%)
This broader visibility and audience engagement supports the effectiveness of the content created in partnership with CCM and Bikesure.
Cross-Platform Reach - Ride Day (jointly credited)
TikTok
- Views: 683
- Format: Short vertical cut of the Ride Day reel
YouTube
- Views: 471
- Format: Full cinematic 4K landscape video (same edit as Reel but adapted for widescreen)
This was my first long-form cinematic release on YouTube, featuring both on-bike footage and controlled studio visuals.
Key Outcomes
- Significant non-follower reach on Instagram content – excellent for brand exposure
- High like-to-reach ratios: 11.3% on Reel and 9.1% on Carousel
- Strong saves across posts suggest the content was valued and share-worthy
- Static post achieved a high like-to-reach ratio, reinforcing visual impact
- Cinematic video production using professional-grade equipment demonstrates brand-aligned quality
Final Thoughts
This collaboration with CCM and Bikesure was a fantastic opportunity to merge storytelling, riding, and high-quality content creation around a meaningful event. It marks the beginning of a new phase in my work – expanding into cinematic YouTube content, while continuing to grow on Instagram and TikTok.
If you're a brand looking to collaborate on unique, high-quality content that blends motorcycles, film, and lifestyle – feel free to get in touch.
Interested in working together on future content? Get in touch - I’d love to hear from you.