Reach New Generations
Looking to reach new generations, Harley-Davidson enlisted the help of Dafton. Our team worked closely with this iconic motorcycles brand to develop and implement a comprehensive online & offline strategy.
About Harley-Davidson
Harley-Davidson is an iconic American motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin. Known for its distinctive design, powerful engines, and rich heritage, Harley-Davidson has become synonymous with motorcycle culture worldwide. The company has a loyal following of enthusiasts who appreciate its motorcycles for their classic styling and rumbling exhaust note. Over the years, Harley-Davidson has expanded its product lineup to include a range of motorcycles catering to different riding styles and preferences, while maintaining its commitment to quality and craftsmanship.
The challenge
Harley-Davidson has faced challenges in connecting with younger generations, largely due to shifting cultural and economic trends. Younger consumers often prioritize experiences over material possessions, which can pose a challenge for a brand associated with high-priced motorcycles. Additionally, changing perceptions of transportation, environmental concerns, and the rise of alternative transportation options like ride-sharing and electric vehicles have influenced younger consumers’ preferences.
Services Used:
STRENGTH IN NUMBERS
Business impact
We collaborated with Harley-Davidson to develop a comprehensive online and offline strategy aimed at engaging younger generations. Our approach involved partnering with two local influencers, one male and one female, who targeted millennials and zillennials. We offered them complimentary access to the riding academy in exchange for social media posts and the creation of brand awareness among their followers. We later worked as the marketing agency of Cuernavaca Harley-Davidson® located in the state of Morelos, 2hr away from Mexico City.
The outcomes of our partnership include:
Organic transactions increased
Organic conversion rate improved
Increase new users from younger generations
Find Your Freedom Internship
Our CEO, Leonardo González, was selected out of 60,000 applicants worldwide to participate in Harley-Davidson’s “Find Your Freedom” internship in Milwaukee. This internship provided him with the opportunity to share his marketing ideas and strategies with top executives at Harley-Davidson.
Esteemed marketing solutions
As part of our partnership, Harley had the advantage of having a dedicated Dafton account manager who serves as the primary point of contact, working closely with our team of experts to ensure that the partnership yields the desired outcomes.
- Influencers
- Social media
- Video production
- BTL&POP
