HARLEY DAVIDSON

Creating the Ultimate Freedom Legend: Strategic Framework for Harley-Davidson India

Harley-Davidson Business Unit at Hero MotoCorp partnered with our agency to orchestrate the launch of their groundbreaking small-capacity motorcycle (HD4XX) in India. Our goal was to create a strategy for multi-phase social media campaign that would maintain the brand's legendary status while appealing to a new generation of riders.

Challenges & Opportunities

  • Creating a strategy for mysterious yet engaging pre-launch campaign across four social media platforms
  • Connecting with three distinct audience segments while maintaining brand authenticity
  • Finding a way to transform spy shots and teasers into a compelling narrative
  • Bridging the gap between legacy and innovation

Strategy that transformed curiosity into community engagement through
a three-phase approach.

Strategic APPROACH

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.
To address these challenges, we adopted a user-centered design approach:

Discovery & Analysis

Target Audience Identification:

We conducted in-depth analysis of three key segments:

a. The Young Rider (20-35 years)

  1. Digital-native consumers seeking Instagram-worthy experiences
  2. Brand-conscious but not traditional motorcycle enthusiasts
  3. High potential for social media influence

b. The Dream Chaser (25-35 years)

  1. Experienced riders looking for their next milestone
  2. Community-oriented with strong word-of-mouth potential
  3. Using motorcycle as primary transport

c. The Good Rebel (45+ years)

  1. Financially established
  2. Transitioning from mass-market brands
  3. Strong community participation potential

Strategic Framework Development

We developed "The Ultimate Freedom Legend" campaign structure with three distinct phases:

Phase 1: The Mystery Continues

  1. Spy-themed merchandise concepts
  2. Countdown engagement mechanics
  3. Mystery billboard frameworks
  4. Street art activation concepts
  5. Sound and sight teaser strategy

Phase 2: Buzz Ignition

  1. Limited edition merchandise collaborations
  2. Influencer road trip content framework
  3. Behind-the-scenes content strategy
  4. Platform-specific engagement plans

Phase 3: #RideForFreedom Strategic Framework

  1. User-generated content campaign
  2. Community engagement mechanics
  3. Contest structure and prize strategy
  4. Freedom Series content pillars

Value Delivered

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.
Our strategic framework provided Harley-Davidson with:
  1. A comprehensive social media launch strategy
  2. Detailed targeting recommendations
  3. Platform-specific tactical frameworks
  4. Engagement mechanics that maintain brand value
  5. Clear implementation guidelines

looking forward

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.
The strategic framework we developed establishes a foundation for:
  1. Successful market entry for the HD4XX
  2. Engagement with new audience segments
  3. Maintenance of premium brand positioning
  4. Future growth in the Indian market
This case study demonstrates our agency's expertise in developing comprehensive social media strategies that respect brand heritage while driving innovation and engagement.

Unique targeting
that balanced
Harley's premium legacy with new
market aspirations through distinct persona-based
content strategies.

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