A premium, Italian motorcycle brand was looking to ramp up its U.S. sales. Propane was asked to promote awareness using digital means. So we dug deep into audience research and discovered 50% of U.S. motorcyclists ride Harley Davidson. The other half is predominantly split between the Japanese brands: Suzuki, Honda, Yamaha, and Kawasaki. (The European market share is almost nonexistent.)
OUR WORK | Community Retention
Building Community Awareness
- Build Loyalty
- Premium Motorcycles
- The Ask
- Create U.S. Awareness for an Italian Motorcycle Brand
Build Loyalty
Highlights
- Mobile-Enabled Performance Data
- User Generated Content
- Product Discovery
- Dealer Sales Enablement
- Audience Segmentation and Profile Builders
- Build Loyalty
- Premium Motorcycles
- The Challenge
- Establish Value in Community Platforms
A conventional digital campaign could have worked in the short-term. But to really solve the problem and start building an audience, we decided a long-term investment in community was the smarter play. We envisioned a platform that educated and encouraged riders to ride together. That’s a brand experience that will generate ideas over time.
- Build Loyalty
- Premium Motorcycles
- The Results
- An Engaged Community of Riders
We could use this on all the rides we plan for the year. I also like the fact that it shows us riding performance bikes on my phone.
Dyane Smallen, experienced motorcyclist
The platform provides a digital hub for gathering insights and spreading awareness throughout the U.S. market.
