How Harley Davidson's Twitter Campaign Crushes Stereotypes And Humanizes Their Brand
Harley Davidson. What do you think of when you hear those two iconic words? Motorcycles, the infamous signature exhaust note, and the rugged, all dressed up in leather biker guy. You've seen all the movies and may have even seen a few of those characters out and about. However, like most people and cultures, there's stereotypes that come along with them.
In the just over 1 minute video below, the motorcycle company that started it all, looks to change those sterotypes:
They pretty much crush the stereotypical biker image, but that's not what makes this so powerful. It's telling a story, a story that people can relate to, that people can connect with. Each person from all walks of life have their own story and they make Harley Davidson part of that. More than ever, stories that connect people on an emotional level lead to deeper relationships which lead to increased sales.
Harley didn't just stop there with the video. They created a Twitter campaign focused around the hashtag #StereotypicalHarley and created a web page specifically for it. The details are quite simple and straightforward which is something that is essential for the success of any Twitter or Facebook campaign to get your customers to engage with.
Also on the website, Instagram photos tagged with #StereotypicalHarley are integrated for others to see. According to IceRocket which is a social search engine, there were 102 mentions in the past day with the hashtag. Not incredibly popular by any means, but you don't need a trending hashtag in order for a Twitter campaign to be considered a success.
Clearly the 109 year old motorcycle company is trying to target a much wider audience and they seem to be doing a good job at that. People can say that the economy is horrible and nobody is spending any money, but the simple truth is that people are and people do spend money on things that they connect with on an emotional level.
And Harley is clearly one of those things that people do and this campaign does a great job of furthering that connection to an iconic brand.
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