Securing test rides through a dynamic campaign

Harley Davidson Logo

45

Test Rides booked*

17

Markets across Europe

13931

People Reached

Specialisms Utilised.

Email Marketing

Holistic Campaigns

Web Development

Video & Animation
Africa Eco Race racing bikes

The Challenge.

Our ongoing relationship with the iconic brand Harley-Davidson® saw them approach us to assist in promoting their participation in the 2024 Africa Eco Race, featuring the impressive performance of Joan Pedrero and the stock Pan America™ 1250 bike. 

The challenge was to showcase how this bike held its own against competitors' race-prepared bikes and drive engagement for test rides.

The Approach.

To achieve this, we designed a comprehensive campaign leveraging email marketing, social media, and a custom Salesforce CloudPage.

Eco Race Custom Landing Page
Custom Salesforce CloudPage

Our team built a dynamic landing page tailored for 17 European markets. 

Featuring:

  • Localised content based on market-specific requirements.
  • A five-part video series documenting Pedrero’s race journey.
  • Key race highlights and Pan America™ 1250 features.

By pulling content directly from the Harley-Davidson database, we ensured each visitor received relevant information in their local language and market, enhancing user experience and engagement.

This Salesforce Cloudpage was the centre of this campaign with Africa Eco Race and Pan America™ featured throughout. This helped create a buzz around Pedrero’s journey and showed the bike's versatility as it won the maxi trail category. 

Video series & paid social media

The centrepiece of our campaign was a five-part video series documenting Pedrero’s journey and localised for multiple languages.

 These videos were:

  • Featured on the custom landing page with dynamic content ensuring the appropriate translated version was shown.
  • Posted on market-specific YouTube channels to maximise reach and engagement.

We also created a high-impact trailer from the race footage, localised for targeted paid YouTube ads across 17 markets.

Eco Race Custom Email
Email Marketing

A dedicated email campaign saw us reach over 460,000 subscribers. AmpScripted content determined copy translations based on the recipients' language and market and Send Time Optimisation ensured each individual recipient received the email at the best time for them.

The email content featured:

  • A spotlight on the race and Pan America™ 1250.
  • Links to the custom landing page and video series.

And saw great engagement rates with a 32.2% Open Rate and a 3.88% Click-To-Open Rate.

Overall, this dynamic and localised campaign effectively highlighted the participation of Harley-Davidson in the Africa Eco Race, drove significant engagement across multiple markets, and showcased the impressive capabilities of the Pan America™ 1250.

The strategic use of video content, targeted social media and personalised landing pages played a crucial role in achieving these results.

The Results.

Pan America™ 1250 test rides

*This resulted in 45 test rides booked for the featured bike over the campaign period.

Landing page engagement

The landing page saw 13,931 views with an engagement rate of 6.78%

Email performance

The campaign email was was sent to over 460,000 recipients with a CTOR of 3.88%

Keen to hear what we did in more detail?

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