Harley-Davidson used bike campaign

 A flexible creative system to find (and finance) the perfect ride

Background
A used Harley isn't just a used bike. It's got history, soul and a story to tell.

Harley-Davidson Financial Services (HDFS) needed to turn that appeal into action — driving used-model sales through the H-D1™ Marketplace while connecting riders with financing options along the way.

I led a creative team in developing the campaign, supported copywriting, led voiceover casting and production, and built a system that could scale across hundreds of assets and multiple stages of the customer journey.

The idea

We created a new creative template and messaging system that could flex across audiences, products and stages of consideration — without losing the attitude that makes Harley, well, Harley. The creative tapped into the emotional side of the ride. Then it gave riders a clear path forward, from browsing used models to exploring Certified Pre-Owned bikes, getting prequalified, selling or trading a bike, or exploring financing. The work could move from brand storytelling to a straightforward call to action without missing a beat.

Built to scale

Working with Artbot, we turned the system into hundreds of unique assets, combining imagery, messaging and calls to action to meet riders at different points in their journey. The work appeared in video, display, Facebook, Instagram, Pinterest, Reddit, Google Performance Max and Demand Gen.

The result? A creative system with enough flexibility to keep hundreds of executions fresh — and enough Harley attitude to make sure they never felt like just another performance ad.

Results
Campaign performance results coming soon.