Working with them felt like a creative jolt—we finally had a team that understood how to blend legacy with relevance.”
Harley-Davidson
“
Marcus Reynolds
Regional Marketing Director, Harley-Davidson North America
62%
MoM decrease in cost per test ride lead
3X
Increase in merchandise sales from digital channels
78%
Growth in new rider program sign-ups
We helped Harley-Davidson attract a younger, urban demographic while deepening loyalty among long-time riders—reviving both digital and dealership momentum.
Overview
Harley-Davidson, a legendary brand synonymous with freedom and power, wanted to evolve its image to connect with younger riders while maintaining its roots. The challenge was not just generating leads, but also cultivating lifestyle loyalty. The campaign focused on integrating storytelling with tech-savvy campaigns to increase brand touchpoints across both digital and in-store experiences.
The Challenge
Reignite brand interest among Millennials and Gen
Drive test ride appointments and dealership visits in urban regions
Grow eCommerce revenue through lifestyle and merchandise sales
Improve sign-ups and retention for Harley’s New Rider Program
Services
Brand Revival Strategy & Persona Refresh
Full-Funnel Paid Ads (Meta, YouTube, Google)
Influencer & Rider-Led Content Campaigns
Merchandise eCommerce CRO & Email Automation
In-Store Event Strategy & Test Ride Funnel
Loyalty Retargeting & CRM Activation
Approach
Refreshed Harley’s tone to match modern urban sensibilities while preserving the brand's rugged authenticity—"Ride Free, Live Real."
Built test-ride booking journeys with geo-targeted landing pages, SMS reminders, and local dealership integration—reducing friction and increasing turnouts.
Partnered with lifestyle influencers and real Harley riders to document authentic journeys, building aspirational yet relatable content for social channels.
Optimized the online merchandise store with A/B tested product pages, abandoned cart flows, and mobile UX improvements—leading to a surge in lifestyle product sales.
Re-energized the H.O.G. (Harley Owners Group) through curated newsletters, ride invites, and cross-promotions—building peer-to-peer excitement and referrals.
Launched a video-led New Rider Onboarding Series with personalized follow-ups, reducing drop-offs from first-time motorcycle owners.
Results
Harley-Davidson’s integrated campaign sparked renewed interest among younger riders without alienating their core base. Test ride lead costs dropped by 62%, while merchandise sales tripled online. The New Rider Program saw a 78% increase in enrollments, setting the stage for long-term community growth and revenue.
53%
Decrease in cost per enterprise lead
74%
Increase in partner-driven revenues
3x
Boost in average deal size
Performance Visualized
Top Creative Performers
Squad
Queenie Leung
Sr. Growth Strategist
Isabel Bellino
Growth Strategist
Jared Glassman
Growth Marketing Manager
Sarah Murphy
Growth Marketing Manager
Marina Chilingaryan
Brand Strategist
Helena Yang
Creative Lead
Gianna Del Monte
Growth Strategist