Advertising Case Study
Josh Kurcinka, Marketing Manager, Victory Motorcycles
Founded in 1998, Victory Motorcycles builds and sellscruiser and touring motorcycles. Its customers arepassionate about motorcycles and have a strong senseo community and interest in all things motorcycle-related.The company is a division o Minnesota-based PolarisIndustries, which also makes snowmobiles, all-terrainvehicles and other products.
Victory’s “test ride” campaign on Facebook in early 2010was run in conjunction with a nationwide demo tourshowcasing Victory Motorcycles. The aim was to connectwith current Victory owners, speak to potential customersand bring the two groups together. The company hopedthat the passion and enthusiasm o Victory owners wouldexcite prospects and encourage them to join the Victorycommunity by ultimately purchasing one o its bikes.
A crucial part o the campaign’s approach wasleveraging Facebook’s dierent targeting capacities.While Facebook’s targeting allows companies to reachtheir most likely customers based on inormation listedin users’ profles, it does not reveal the personal datao the people who ft into the targeting categories.Reaching a demographic o 35-to 54-year-old men waskey, as was hitting Facebook users who had indicated“motorcycles” as one o their Likes and Interests.
“We wanted to drive an engagement betweenprospective buyers and current Victory owners, sowe looked to Facebook to bridge that connection.”
Facebook Executive Summary
Harnessing the passion oVictory owners and having them workas ambassadors to attract potentialnew customers.
Targeting Facebook Ads atVictory’s key demographic withincities along the Victory Motorcyclesdemo tour and inviting those usersto sign up or a test ride.
o having a clear objective andthe advantages o being able toadopt a test-and-learn approachto Facebook Ads.
specifc uplit rom the Facebookcampaign, which yielded asignifcant return on investment.