Harley Dealership Marketing Case Study
Summary:
A local Harley-Davidson® dealership wanted to reach and engage with a younger audience to grow a new loyal audience the dealership can grow with for years. In addition, they wanted to drive this new audience onsite to experience the new vibe of HD® culture and build relationships with the team.
Insights:
It has been difficult to communicate that Harley-Davidson® is affordable, cool and still relevant with a young audience. It was imperative to overcome the stigma of HD® being your “father’s” bike from another era. We needed to revamp the imaging and do something big enough to activate the audience.
Solution:
Breaking Boundaries with a 2019 Street Bob® Giveaway. The program ran for 8 weeks utilizing a combination of email automation, Facebook video marketing, CTV (connected TV) ad placement and custom landing pages. A 4k video was produced that featured younger riders, fun event moments with the right music bed to grab viewer attention across all mediums