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Globally loved, locally engaged
Our social media team developed a strategy that emphasized Canadian-specific content, reinvigorating all of Harley-Davidson Canada’s social channels with a local narrative that deeply resonated with the audience. We brought the Canadian community together, through the power of social connections and a content strategy.
Background
The level of global brand recognition of Harley-Davidson is enviable. No matter who you are, when you think of motorcycles you think of Harley-Davidson. Originating over 120 years ago, they have created desirable motorcycles and an unrivalled community of devout riders across many generations. Harley-Davidson is indeed the epitome of legacy.
The 7 Communications team has been working with Harley-Davidson Canada since May 2019, supporting them with their integrated marketing efforts both online and offline. Together we asked, “how can we connect Canadians to the brand’s global messaging to make Harley-Davidson feel more local, more individualized, and even more Canadian? Our social media team developed a strategy that emphasized Canadian-specific content, reinvigorating all of Harley Canada’s social channels with a local narrative that deeply resonated with the audience. We brought the Canadian community together, through the power of social connections and a content strategy.
Challenge
With Harley-Davidson’s established history comes a strong sense of brand identity that, at times, is too narrow to relate to the diverse communities across Canada. Canada is a mosaic comprised of multiple identities, and Harley’s social had to reflect the vastness of the Canadian experience, from the East Coast to the West. Our challenge was not to “Canadianize” the Harley brand as much as it was to connect the Canadian moto communities across the country to the Brand’s history—to make them part of the legacy.
Harley-Davidson balances a strong brand identity with the need to adapt to the changing world. On Harley’s socials, we needed to produce localized content that both resonated with their loyal, existing audience and enticed a new audience, specifically in younger generations, to bolster the longevity of the brand.
Challenge
With Harley-Davidson’s established history comes a strong sense of brand identity that, at times, is too narrow to relate to the diverse communities across Canada. Canada is a mosaic comprised of multiple identities, and Harley’s social had to reflect the vastness of the Canadian experience, from the East Coast to the West. Our challenge was not to “Canadianize” the Harley brand as much as it was to connect the Canadian moto communities across the country to the Brand’s history—to make them part of the legacy.
Harley-Davidson balances a strong brand identity with the need to adapt to the changing world. On Harley’s socials, we needed to produce localized content that both resonated with their loyal, existing audience and enticed a new audience, specifically in younger generations, to bolster the longevity of the brand.
Solution
To successfully curate Harley-Davidson’s social content, our team developed a strategy that would work to support both business and marketing goals. An important part of any social media strategy is incorporating user-generated content (UGC) into successful posts. For Harley Canada, UGC is the key to creating content that resonates with the varied moto communities across the country as motorists living in different parts of our country can best capture that specific Canadian experience. And, by capturing and promoting local community events across the country, Harley-Davidson’s followers could connect with other motorcycle enthusiasts through the shared experience, which creates new bonds in the community. Part of these new bonds include the younger generation of Harley-Davidson enthusiasts and motorists. By infusing UGC created by younger motorists, we hope to energize the Harley community and inspire adventure among more Gen Z and Millennial motorists.
Alongside the social strategy is community management. Harley-Davidson’s social media was carefully managed to be responsive, engaging, and to reaffirm brand affinity through audience engagement.
Results
Now, when you visit Harley-Davidson Canada social channels, audiences feel like they’re experiencing something unique to them. Over the past two years alone, our team has achieved exceptional social metrics that have surpassed Harley-Davidson’s global objectives.
Audience growth of over
followers on Facebook
Audience growth of over
followers on Instagram
Average engagement rate of
across Facebook and Instagram
A global brand doesn’t need to feel vast or distant. A global brand should connect with their audiences no matter where they’re living. Although not a Canadian-born brand, we think their social content is infused with the diverse experiences of Canadians across the country.
Core Contributors
