Harley-Davidson Canada looks to rev up female demo

The Deeley-distributed brand is hoping a new bike-customizing Facebook app will increase its appeal with the ladies.

Deeley Harley-Davidson Canada is launching a Facebook campaign with the goal of increasing its female customer base.

The H-D1 Bike Builder app
first launched in the US last year and was released in Canada by Deeley Harley-Davidson Canada on its Facebook page April 19 with agency partner DAC Group of Toronto. The Facebook app allows users to customize a Sportster 1200 Custom motorcycle with 2,600 different options before committing to a purchase. 

The Facebook app was designed to create a call to action for Harley Davidson in social media as well as target its female audience, Sarah Soteroff, PR and communications manager, DAC Group, tells MiC.

“For Harley-Davidson Canada this is a different approach because it had a Facebook page in Canada but there was nothing bringing consumers to the page, no call to action,” she says.“The target demographic for the app is women over 18 years old. Harley Davidson has a strong male demographic but it felt it could do something different with the online campaign for this bike to go beyond its traditional demographic.”

The Harley-Davidson Canada Facebook H-D1 Bike Builder app is set to run until the end of May and will be promoted through the brand’s Twitter page and website.