The Challenge
When it comes to motorcycles, Honda is known as a reliable brand. But it lacks the sexiness of other motorcycle specialists such as Ducati or Triumph. To make a difference in the French market, our mission is to help Honda build brand preference by moving from a global business leader to a local cultural leader. A cultural leadership to build more sexiness within the category, but also to help the brand reach two highly strategic audiences, young people and women, who are both massively entering the motorcycle market and represent a strong business opportunity for Honda. Over the past few years, people have gone crazy for the Bikecore aesthetic. It's been worn by all the celebrities. Biker jacket, racing jacket or motorcycle jacket: the hype is real. Honda is all over TikTok and Instagram. On second-hand platforms like Vinted, it has become the fashion accessory next to Balenciaga and Chanel. Everyone is talking about our famous fashion brand, but it was time to really own the conversation by talking about our core products: our motorcycles. We want our piece of the pie.
The Solution
We helped the brand infiltrate this fandom that's particularly relevant to this audience: fashion. We did this by tapping into the huge fashion trend of the biker core aesthetic (biker jacket, etc.) and that we could also benefit from this trend. Honda is everywhere on TikTok, Instagram, Vinted, next to Chanel and Balenciaga and other brands sharing their version of biker jackets. So on the first day of PFW, we were there too. We spread wild and classic display in front of all the Paris fashion shows, we partnered with fashion influencers and shared street style fashion content on our Instagram and Tiktok account. We even used fashion social media trends to better communicate our message, and Honda unfollowed all motorcycle accounts to follow only the fashion sphere. The idea was to create a conversation in the fashion universe, which is not used to talking about motorcycles... Our creation showcased both iconic biker jackets and iconic motorcycles to create a bridge between the fashion world and the motorcycle universe. People want the best of both worlds? We gave it to them. This allowed us to not only celebrate our iconic jackets, but also highlight our motorcycles. Now we have a conversation: when people see Honda, they think motorcycles (and not just a trendy jacket on TikTok...). Visits to the Honda Moto website increased, and people engaged massively with the content shared on our social platforms and through our collaboration with fashion influencers.
