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Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Shortlisted, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

Gokada Nigeria: #Gokada2.0

Case Study • SABRE Awards, Diamond, Africa, 2020

Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.

Ducati Motor Holding Spa: Multistrada Family – Born to travel

Case Study • Giacomo Frigerio, WARC Awards, Entrant, Effective Content Strategy, 2020

Motorcycle brand Ducati Motor Holding launched a new positioning in the travel sector with its Born to Travel campaign in Europe and the US.

Can-Am Ryker: A ride like no other

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

US, Motorcycles & bikes Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the motorcycles & bikes sector in the United States since 2007.

Jawa: The Lazarus Motorcycle

Case Study • Saji Abraham, Sidhu Shivank, WARC Prize for Asian Strategy, Entrant, 2019

Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.

VanMoof: The no bike' bike launch"

Case Study • SABRE Awards, EMEA, Product Media Relations (trade media) , Gold, 2019

Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.

Harley-Davidson: Common Ground

Case Study • Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Triumph Motorcycles: The Spirit of 59'

Case Study • DMA (UK), Bronze, 2018

Triumph, a motorcycle manufacturer, hit upon the idea of The Spirit of 59', calling on the brand's heritage to engage key European markets, the US and Japan.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Bronze, Effective Channel Integration, 2018

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Bajaj Avenger: Ride for Independence

Case Study • Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2018

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.

Hero Motocorp: The story of how we sold 74 bikes in a minute, every minute for 60 days

Case Study • Emvies, Best Integrated Campaign, Consumer Durables, 2018

Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.

Hero MotoCorp: How we bought Competitive Keywords in 10X lower cost

Case Study • Emvies, Best Media Innovation, Digital, Search, 2018

Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.

Royal Enfield: There is more to motorcycle than meets the eye

Case Study • SABRE Awards, South Asia, Fashion & Beauty, 2018

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

America's e-scooter craze comes to Europe

News • 21 June 2018

PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.

Harley-Davidson Canada: Common Ground

Case Study • AME Awards, Gold, 2018

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

China's bike sharers face mergers

News • 12 December 2017

BEIJING: Following last month’s bankruptcy of China’s third-largest bike-sharing company, there is growing speculation that two or more of the remaining major players may be forced to merge to have any chance of becoming profitable.

Honda: Just Ride

Case Study • DMA (UK), Silver, 2017

Honda, an automotive brand, successfully maintained its position as market leader in the UK by introducing a tool that matches customers with its best fit motorcycle and provides steps to help them pass their test.

Identifying the reasons why users in China recommend bike apps

Research Paper • Liang Ma, Xin Zhang and Gao Shan Wang, Int. Journal of Market Research, Vol. 59, No. 6, 2017, pp. 767-786

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Mobility in LATAM: Territory of big challenges

Article • Victor Fantauzzo and Estefanía Frontero, WARC Exclusive, November 2017

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

How TVS StaR City+ added swag to its style

Case Study • Aditya Jaishankar, Anand Ganesh and Ankit Sharma, WARC Prize for Asian Strategy, Entrant, 2017

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

Bajaj Platina ComforTec: Jhatka Mana Hai

Case Study • Ganapathy Balagopalan, Aditya Arora and Nikhil Mohan, WARC Prize for Asian Strategy, Entrant, 2017

Motorcycle manufacturer Bajaj used TV, print and on-ground to reframe the market narrative and reverse the sales decline of its Platina model in India.

Bajaj V: The Nation's Bike

Case Study • Leo Burnett , WARC Prize for Asian Strategy, Entrant, 2017

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Bajaj Avenger: Building a godly commune

Case Study • Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2017

Bajaj Auto reintroduced its Bajaj Avenger, a cruiser motorcycle, in India with a social media and content-based campaign.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018, pp. 0-0

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.