Handraiser Emails
Project
Harley-Davidson is an iconic American motorcycle manufacturer. Although the brand boasts a cult legacy following, in the recent years they failed to meet their new customer acquisition targets. Despite going through a rebrand, the stereotype of an old-school company that caters only to ‘Easy Rider’-type of roadtrippers lingered, with the new riding generation opting for other brands.
’Email Like We Ride’ was a handraiser programme aiming to challenge these perceptions by positioning Harley-Davidson as the only bike brand that truly captures how it feels to ride. Grabbing the attention of a huge database of dormant subscribers across 17 countries who never booked a test ride or owned a Harley, the handraisers introduced them to the new Harley-Davidson brand and the exhilarating feeling of riding through email.
Awards
The DMA UK 2020
Silver – Best Use of Email
Involvement
Design
Client
Harley-Davidson
Agency/Studio
MullenLowe Open
Results
In less than 12 months the campaign drove an ROI of 8:1 and sold 632 incremental bikes, translating into $4.58m incremental revenue – twice the original target. Owner audiences showed a +95% uplift in open rates versus previous benchmarks. Prospects engaged consistently across the journey, with an average of one in five opening every email. There was a +393% uplift in test ride requests, with targets outperforming control groups in 16 of 17 markets. The ongoing campaign is seeing a 24% uplift on conversion rates to sales.
45%
393%
$4.58M
8:1
ROI