HARLEY-DAVIDSON
INSTAGRAM ROAD OF IMAGINATION
Instagram approached Harley-Davidson to collaborate on bespoke content and a campaign, having attracted their attention with our use of the platform.
The campaign drew on Instagram’s own data insights into search and following. We took the top 3 (water sports, food and the great outdoors), married those with 3 amazing illustrators and created Road Of Imagination.
The campaign connected the interest attributes to the freedom of riding a Harley-Davidson Street motorcycle and posed the question: where will the road take you? It also promoted the new (at the time) Instagram carousel format.
On a budget of just 15k, the campaign reached 1.4 million users, 18-35 across Australia & NZ, driving 8,365 website leads. Instagram measured a +17% brand favourability and +13% brand recall lift.
The campaign was showcased on the Instagram For Business global portal and at Cannes.
