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Model Year 2024 Launch: "Ride Into a New Era"

01 the brief. Harley's 2024 lineup brought real innovation: new tech, new specs, 12+ bikes. We needed one unifying platform that could scale across all of them without flattening what made each model distinct.

02 the approach. "Ride Into a New Era" worked on two levels: the product evolution riders could see in the specs, and the personal one they'd feel on the road. Each execution was tuned to its bike's personality while staying anchored to the same idea.

03 the wins. The campaign scaled seamlessly from launch through programmatic display across the massive lineup of digital assets. One platform. Twelve bikes. Zero identity crises.

Brand Email/CRM

01 the brief. Harley was showing up in inboxes but saying nothing. Product-forward, promo-heavy, and completely disconnected from the brand people actually love.

02 the approach. We recentered the CRM content strategy around freedom; not as a tagline, but as a storytelling lens. Every send asked: how does this product, this moment, this offer connect to why riders ride?

03 the wins. The emails started sounding like Harley again. CTR improved, sales lift followed, and the CRM practice moved forward with soul.

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