What they were up against.
Rinehart Racing makes motorcycle mods for bikes made in America, offering cutting-edge, high-end parts exclusively for Harley-Davidson and Indian motorcycles. Enthusiasts swear by Rinehart’s quality and NASCAR pedigree, but the brand was experiencing increased pressure from companies that served all brands and offered highly competitive pricing. Rinehart was in need of a more unique positioning to gain momentum and keep up with competitors.
What we did to help.
While Rinehart had superior performance and styling, sound was the real emotional driver for riders. So in our work, sound took center stage. As part of the website, we created an online Sound Sampler, an innovative microsite that allows riders to hear what their Rinehart pipes will sound like idling, cruising or racing. We depicted Rinehart’s unique sound by highlighting “sound wave” imagery in digital ads. We also partnered with Rinehart to create brand experiences at several national shows, including Daytona Bike Week, the International Motorcycle Show and NASCAR events, and utilized that content across Rinehart’s social media channels.
What happened next.
Since the first digital campaign launch, Rinehart had its most successful sales year in company history. At Daytona Bike Week, the digital campaign had record-breaking results. We served 1.7 million ad impressions to targeted users with an outstanding CTR of 0.20%, blowing past the industry benchmark of 0.08%. Year-over-year sales were up 6%, and Rinehart Racing has seen an increase in brand recall, top-of-mind awareness, retail traffic, sales and social engagement.