OUR WORK | Community Retention

Building Community Awareness

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The Ask
Create U.S. Awareness for an Italian Motorcycle Brand

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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.)


  • Mobile-Enabled Performance Data
  • User Generated Content
  • Product Discovery
  • Dealer Sales Enablement
  • Audience Segmentation and Profile Builders
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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.

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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.

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