Brand Promise: The timeless pursuit of adventure. Freedom for the soul.
Problem: While H-D ads captured the adventurous spirit of riders, they handled their eComm CRM just like everyone else—focusing on product and not people.
Insight: To be known as a lifestyle brand, you need to inject that lifestyle into every facet of your communication.
Solution: We overhauled the H-D email ecosystem. Instead of just selling products, we highlighted an adventurous lifestyle. We hyper-segmented non-riders, riders, enthusiasts and biker hopefuls. From onboarding to membership sign-up, we ended frustrations that customer had with non-stop irrelevant "offers". Instead, we created a tighter CRM experience that massively boosted engagement and significantly increased revenue YOY. Detailed results available upon request.
Role: CRM Creative Strategy, Experience Design
We grabbed attention at the inbox with strong subject lines and pre-headers
SL: Attitude and power with a retro look
PH: Joe, break away with the Low Rider® ST
SL: Represent the legacy
PH: Make a statement in orange & black
SL: We stand by those who serve us
PH: Join us in supporting our military
We leveraged flexible content by demographic and region
We leveraged video to amplify the attitude
We shifted the visual focus from product to the H-D lifestyle
We designed a system for eComm, bike launches & beyond
Innovative H-D CRM ideas still under wraps
Test ride a bike through email
CRM crowdsource your first Harley