Social media strategy per Harley-Davidson Italia - IAKI
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Case History

Social media strategy per Harley-Davidson Italia

Case History precedente
Case History successiva
Case History

Social media strategy per Harley-Davidson Italia

Case History precedente
Case History successiva
Settore
automotive
Area
Digital, Social
In Sintesi
Social media strategy disegnata per creare una community di appassionati

Una brand experience nel cuore del posizionamento di Harley. Una brand community che vive sui social network: nell’attività quotidiana sui social, rivestono un ruolo primario i contenuti degli utenti che vogliono condividere i loro viaggi on the road, le loro emozioni, l’adrenalina. IAKI ha fatto parlare il brand, la sua anima, il suo DNA, con la voce degli harleysti.

Indietro
Avanti

Il Facebook marketing come prima tessera

La costruzione di una digital identity italiana per Harley-Davidson comincia con la creazione di una pagina Facebook vivace e pensata sui valori emotivi che legano le persone al brand. Oltre alle operazioni tattiche dedicate ai prodotti e agli eventi, il piano editoriale porta in primo i contenuti che gli utenti stessi desiderano condividere con la propria “famiglia”, i loro pensieri e le “foto del giorno”.

HD italia

Le conversazioni corrono veloci anche su Twitter

Anche il profilo Twitter – aperto nel 2010 come la pagina Facebook – crea e consolida una community autentica in cui ciascun nuovo membro viene accolto con un benvenuto speciale e chiamato per nome, così che si senta parte di un gruppo. Il piano editoriale su Twitter spazia dalla promozione dei nuovi modelli alle “foto della settimana”, ma si arricchisce con strategie di social engagement. La social media strategy di IAKI è dinamica e ricettiva, interamente orientata al coinvolgimento. Prevede la partecipazione alle conversazioni degli harleysti e si rinnova continuamente con spunti, come “il tour delle concessionarie” (#HarleyDealer) e i sondaggi sui temi più “caldi” per gli amanti delle Harley.

harley-twitter

Il profilo Instagram: 20.000 menzioni di #Harleygram

#Harleygram rappresenta la passione, il cuore di un harleysta. Lanciato nel 2013 per il 110° compleanno di Harley-Davidson, quest’hashtag è diventato un modo di essere. Al centro di Instagram ci sono le emozioni delle persone, raccontate con le loro fotografie. Ecco quindi le foto del giorno, le foto della settimana e le immagini scattate per i numerosissimi contest fotografici. Ma sul profilo trova spazio anche il lancio dei nuovi modelli.

Harley davidson italia

Harley-Davidson è live con Periscope

L’ultimo tassello della social media strategy è l’evento live, che batte al tempo del cuore Harley. Ecco perché IAKI sceglie di adottare immediatamente Periscope, non appena Twitter lo lancia nell’aprile 2015, per raccontare gli eventi più importanti per un vero harleysta e proporre contenuti di sicuro interesse come l’intervista al vincitore del Discover More 2015 Louis Castilla.

08 Agosto 2012

Canali del progetto

Pagina Facebook
Twitter
TAB Facebook
Tag
customer engagementdigital advertisingFacebook marketingHarley-Davidsonsocial advertisingTwitterword-of-mouth

Case History Correlate

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IAKI ha creato la strategia di posizionamento e la campagna on/offline per il lancio di Relief, il primo Pronto Soccorso Psicologico dedicato alle emergenze emotive e al benessere delle persone

Case History correlate

Concorso “Campioni di stile” per Chateau d’Ax

IAKI ha realizzato il concorso on\offline per Chateau d’Ax celebrando l’anniversario della vittoria del Giro d’Italia 1990 di Gianni Bugno con il Team Chateau d’Ax, con l’obiettivo di awareness e drive to store\e-commerce. Un'operazione "nostalgia" rivolta a Baby Boomer e Generazione X

Case History correlate

Social media strategy per Monari Federzoni e Bongiorno Vinegardrink

Social media strategy per Monari Federzoniper aumentare l’awareness sui prodotti e sul nuovo marchio dedicato diverse categorie di pubblico bio oriented

Case History correlate
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