Revving up Sales

Harley-Davidson Canada

Our team supported Harley-Davidson Canada’s journey to revitalize e-commerce apparel sales and adapt to the consumer demands of a new generation of motorcycle enthusiasts. Through the creation of engaging social media content that aligns with this target audience, we were able to not only boost e-commerce sales but strengthen H-D Canada’s social media content library.

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SCOPE OF WORK
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Audience Research
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Analytics & Reporting
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Advertising
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Social Strategy
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Content Creation
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Paid Media
Experiential
Creative
Digital
Social & PR
Brand Partnerships

Background

Harley-Davidson embodies the timeless pursuit of adventure, symbolizing freedom for the soul. As a significant player in Canadian motorcycle history, the brand’s guiding mission has evolved to encompass the declaration of being more than machines. When tasked with supporting e-commerce apparel sales, our team kept this mission top of mind and focused our attention to the needs and desires of non-riders who embody Harley-Davidson’s ethos through their clothing expression.

This idea evolved into a full-scale production photography and videography shoot outputting 10 videos and over 60 images. The project aimed to capture not just clothing but evoke the lifestyle of adventure-seeking non-riders without compromising brand integrity and alienating the existing core riding audience.

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Challenge

In the evolving social media landscape, brands are competing for content visibility to create a lasting impact while building brand loyalty. Harley-Davidson needs no brand awareness support; however, the brand lacked a differentiated social commerce strategy that led with platform native content.

Given that over 75% of individuals 18–34 years old use social media for product discovery and shopping, it was of critical importance to create content targeting GEN Y&Z in a way that reflects their experience and connection to the motorcycle lifestyle.

While Harley-Davidson apparel offerings are impressive, our initial observation found a gap— their website lacked a human-centric identity and failed to convey the trendiness and wearability of their apparel. In response, our objective was clear: create social media content that showcases trend-setting outfits and style, featuring high-quality pieces that are easy to order online.

With a condensed timeline to be in market ahead of the holiday season, our team was given the opportunity to craft a complete creative direction, handling of pre-production, and execution of a formal shoot to produce an asset group of bespoke videos and images. We also aimed to get the final organic and paid assets into market within the 30-day window.

The project involved not only curating an e-commerce shoot from scratch, but also delving deep into social media trends through extensive exploration and research to guide our creative direction. See here how we continue to do this for H-D Canada’s social media channels daily.

Challenge

In the evolving social media landscape, brands are competing for content visibility to create a lasting impact while building brand loyalty. Harley-Davidson needs no brand awareness support; however, the brand lacked a differentiated social commerce strategy that led with platform native content.

Given that over 75% of individuals 18–34 years old use social media for product discovery and shopping, it was of critical importance to create content targeting GEN Y&Z in a way that reflects their experience and connection to the motorcycle lifestyle.

While Harley-Davidson apparel offerings are impressive, our initial observation found a gap— their website lacked a human-centric identity and failed to convey the trendiness and wearability of their apparel. In response, our objective was clear: create social media content that showcases trend-setting outfits and style, featuring high-quality pieces that are easy to order online.

With a condensed timeline to be in market ahead of the holiday season, our team was given the opportunity to craft a complete creative direction, handling of pre-production, and execution of a formal shoot to produce an asset group of bespoke videos and images. We also aimed to get the final organic and paid assets into market within the 30-day window.

The project involved not only curating an e-commerce shoot from scratch, but also delving deep into social media trends through extensive exploration and research to guide our creative direction. See here how we continue to do this for H-D Canada’s social media channels daily.

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Solution

In our quest to help H-D Canada tell a compelling story that showcased their apparel, we set out to make their clothing not just items to wear, but a statement that embodies the versatility and personalization potential of each piece.

With the social media strategy as the roots of our social commerce plan, we curated content that resonated with potential buyers, generating enthusiasm in the purchasing journey on the targeted platforms (Meta and YouTube), all while staying true to the Harley-Davidson brand.

From the beginning to the end, we organized, planned, and launched the production of 10 short-form videos, optimized for social platforms. So, what went into the planning that led us to the official shoot day? Our comprehensive approach involved:

  • Conducting competitor analyses to glean insights from similar brands excelling and simply ‘doing it well’ on social media.
  • Meticulous video concept planning, covering audio, sequencing, lighting, set, props.
  • Scouting the ideal location to complement the brand aesthetic.
  • Thoughtfully selecting the outfits to embody Harley-Davidson tradition, but with a contemporary and trendy flair.
  • Exploration of ways to capture the style and versatility of the apparel, all while staying authentic to the H-D Canada Brand. We found ways to include descriptive captions to spark imagination, suggesting many ways to mix and match, accessorize, or incorporate the apparel into different occasions.
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Results

With our strategic approach, we delivered 10 original short-form videos that were optimized for Facebook, Instagram, and YouTube Shorts. The visual language and general aesthetics aligned with the H-D brand, yet they played to the social algorithms with the addition of trending audio and captions. Ultimately, our strategic process and pre-shoot development paved the way for a successful two-day shoot. We were able to help produce content tailored for social platforms that resonated with the target demographic.

  • 200% uptick in e-commerce sales YoY during November & December
  • More than 1 million social media impressions
  • Over 2,500 combined engagements

Uptick in ecommerce sales YoY:

200%

during November & December 2023

More than

1 million

social media impressions

Over

2,500

combined engagements

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