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Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Bronze, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

Gokada Nigeria: #Gokada2.0

Case Study • SABRE Awards, Diamond, Africa, 2020

Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.

Ducati Motor Holding Spa: Multistrada Family – Born to travel

Case Study • Giacomo Frigerio, WARC Awards, Entrant, Effective Content Strategy, 2020

Motorcycle brand Ducati Motor Holding launched a new positioning in the travel sector with its Born to Travel campaign in Europe and the US.

Can-Am Ryker: A ride like no other

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

US, Motorcycles & bikes Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the motorcycles & bikes sector in the United States since 2007.

Jawa: The Lazarus Motorcycle

Case Study • Saji Abraham, Sidhu Shivank, WARC Awards for Asian Strategy, Entrant, 2019

Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.

VanMoof: The no bike' bike launch"

Case Study • SABRE Awards, EMEA, Product Media Relations (trade media) , Gold, 2019

Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.

Harley-Davidson: Common Ground

Case Study • Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Triumph Motorcycles: The Spirit of 59'

Case Study • DMA (UK), Bronze, 2018

Triumph, a motorcycle manufacturer, hit upon the idea of The Spirit of 59', calling on the brand's heritage to engage key European markets, the US and Japan.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Bronze, Effective Channel Integration, 2018

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Bajaj Avenger: Ride for Independence

Case Study • Ekta Relan, Pallavi Bhosale, WARC Awards for Asian Strategy, Entrant, 2018

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.

Hero MotoCorp: How we bought Competitive Keywords in 10X lower cost

Case Study • Emvies, Best Media Innovation, Digital, Search, 2018

Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.

Hero Motocorp: The story of how we sold 74 bikes in a minute, every minute for 60 days

Case Study • Emvies, Best Integrated Campaign, Consumer Durables, 2018

Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.

Royal Enfield: There is more to motorcycle than meets the eye

Case Study • SABRE Awards, South Asia, Fashion & Beauty, 2018

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

America's e-scooter craze comes to Europe

News • 21 June 2018

PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.

Harley-Davidson Canada: Common Ground

Case Study • AME Awards, Gold, 2018

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

China's bike sharers face mergers

News • 11 December 2017

BEIJING: Following last month’s bankruptcy of China’s third-largest bike-sharing company, there is growing speculation that two or more of the remaining major players may be forced to merge to have any chance of becoming profitable.

Honda: Just Ride

Case Study • DMA (UK), Silver, 2017

Honda, an automotive brand, successfully maintained its position as market leader in the UK by introducing a tool that matches customers with its best fit motorcycle and provides steps to help them pass their test.

Identifying the reasons why users in China recommend bike apps

Research Paper • Liang Ma, Xin Zhang and Gao Shan Wang, Int. Journal of Market Research, Vol. 59, No. 6, 2017, pp. 767-786

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Mobility in LATAM: Territory of big challenges

Article • Victor Fantauzzo and Estefanía Frontero, WARC Exclusive, November 2017

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

How TVS StaR City+ added swag to its style

Case Study • Aditya Jaishankar, Anand Ganesh and Ankit Sharma, WARC Awards for Asian Strategy, Entrant, 2017

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

Bajaj Platina ComforTec: Jhatka Mana Hai

Case Study • Ganapathy Balagopalan, Aditya Arora and Nikhil Mohan, WARC Awards for Asian Strategy, Entrant, 2017

Motorcycle manufacturer Bajaj used TV, print and on-ground to reframe the market narrative and reverse the sales decline of its Platina model in India.

Bajaj V: The Nation's Bike

Case Study • Leo Burnett , WARC Awards for Asian Strategy, Entrant, 2017

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Bajaj Avenger: Building a godly commune

Case Study • Ekta Relan, Pallavi Bhosale, WARC Awards for Asian Strategy, Entrant, 2017

Bajaj Auto reintroduced its Bajaj Avenger, a cruiser motorcycle, in India with a social media and content-based campaign.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Insights from CMOs: How global brands can adapt to the e-commerce revolution

Article • Greg Paull and Shufen Goh, Admap Magazine, January 2019

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.
Delivering effective digital customer experiences

Article • Jamie Brighton, WARC Best Practice, January 2018

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
How to design a branded customer experience

Article • Stuart Crawford-Browne, WARC Best Practice, July 2016

This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.