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 resulted in +35% CTR and a whopping +60% revenue increase YOY.
Role: CRM Design Strategy | YEAR: 2024
We shifted from promo-driven messaging to identity-first hooks. Short, punchy subject lines paired with pre-headers that add context and personalize the moment resulting in attention-earning opens.
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
