Inspire The Next Generation of Riders
Influencer marketing is the latest buzzword, but what truly inspires people, is authentic passion demonstrated by real people. So when Kawasaki approached us with the monumental challenge of helping to save their declining share of cruiser motorcycles, with the launch of their millennial-targeted Vulcan S cruiser, we enthusiastically welcomed the challenge.
Life is About Experiences
I believed to reach our millennial riders, we needed to communicate a few critical things – First in this mundane world of 9-5 jobs and spirit-grinding commutes theres a life of rich experiences awaiting. Second, experiencing the world on a Vulcan S is a life-changing experience that will help enrich their lives. Finally sharing inspiring real-life stories of would tap their wanderlust and inspire them to make the leap into a life of motorcycling.
Breakthrough Your Boundaries
and Experience Life
Breakthrough Your Boundaries and Experience Life.
Summary:
To launch our global 360º campaign we enlisted Alex Chacon – world-traveled motorcyclist, my thought, directly tap into millennial wanderlust and inspire them to make the leap into a life of motorcycling, just like Alex.
Our 7-part content series was strategically released throughout the height of cruiser selling season along with Kawasaki's first paid social media campaign. This allowed us to directly reach millennials and inspire them through breathtaking and entertaining content.
My Role:
- Led strategic research, creative brief and competitive analysis
- Directed creative brainstorming sessions
- Created campaign deck, developed campaign tactics and pitched the client our campaign directions
- Creative directed commercial, visual design, 360º VR tour, photography, interactive vehicle experience, social media and other supporting campaign tactics
- Directed social media content calendar planning and paid strategy
Alex Chacon has inspired millions by sharing his global moto-travels with his friends and fans … his point … trekking this world on a motorcycle that fits you and your lifestyle, allows you to get out and experience what the world and its people have to offer.
300K
COMBINED SUBSCRIBERS
Millions Inspired to Get Out and Ride
Millions Inspired to
Get Out and Ride.
Summary:
Our end result of this social focused campaign was millions of views and positive fan response on both Kawasaki and Alex's social channels. Most importantly, it inspired to new riders to break through their own boundaries and get out and ride on a Vulcan S. It also showed the massive power of backing and targeting content with paid social media promotion. This effort opened the door for the agency to lead Kawasaki forward in paid social media strategy and deployment.
Highlights:
- Influencer-based integrated campaign
- Millions of video views
- 100% inventory sales
- Award-winning campaign
- Market share growth
COMBINED VIEWS
PAID PROMOTION
VIDEOS
5.5M
7
$10K
