Client Name
My Role
The Challenge
Key Insight
Strategy
Harley Davidson
Media Planning
How can Harley Davidson grow their relationships between existing members and invite new members to the Harley community (community building)?
Attracting and engaging new customers to Harley Davidson.
The Harley community provides a source of support and general acceptance to the riders to be their best version. The communities within the communities provide the sense of identity. *
*(These insights are context specific)
Create a 360-brand experience to allow new riders to build their own path of Discovery.
During spring 2019, I was part of the Great Lakes Challenge. For 8 weeks, I worked on Harley Davidson as the media planner. We wanted to build brand experience through multiple touch-points, pushing riders to build a relationship with Harley Davidson. The driving force in this experience is our message. A message that drives discovery, drives community and passion.
We conducted extensive secondary research to complement the primary research provided to us from the Harley Davidson team. Facebook Audience Insights helped breakdown our audiences into smaller segments which allowed us to create specific media strategies for each segment. We paired these insights with programmatic strategies to match client success KPIs.
With the synthesis of research, insight, and strategy, we came up with the “WheelHouse”. This was our community building activation which augmented the current app experience by adding features such as “Find your People”, “Day Trips”, and “Clutch”. Using CTV, social and experiential, we created a 360 brand experience for new members as well as potential members.
This project is NDA protected. If you'd like to see our final pitch please send me an email at yashgangal@gmail.com and I can walk you through it. Below is a small segment of the final presentation.