On the bike to the TikTok Hype
How BMW Motorrad inspires the young target group on TikTok
The briefing
Our mission is to consolidate and expand our position as the leading premium motorcycle manufacturer. Our focus is on rejuvenating the brand to attract new target groups. We aim to appeal to diverse audiences, from motorcycle enthusiasts to the environmentally conscious. To achieve this, we will strengthen our connection with the community and place the passion for motorcycling at the center of our efforts. We will accomplish these goals through innovative products and a versatile communication strategy.
The implementation
Our strategy to strengthen our position as a premium motorcycle manufacturer and rejuvenate the brand is clearly defined. We will establish our brand internationally through social media, captivating and engaging fans worldwide. This will be achieved with high-quality, appealing content tailored to the needs of our various target groups.
Our co-creation strategy is particularly innovative: 75% of our video content comes directly from our passionate community. This close collaboration not only allows for an authentic approach but also fosters a strong connection with our audience. These measures will not only reinforce our position as a leading motorcycle manufacturer but also win the hearts of our fans worldwide and attract new target groups
The results
Our results speak for themselves: with a unique special interest theme, we have sparked an enthusiasm on TikTok that no other car brand can match.
This has led to award-winning brand building on a global scale and maximized reach among younger audiences. We are proud to have established the largest TikTok channel in the entire automotive industry. Our strategy has not only strengthened our position as a premium motorcycle manufacturer but has also set new standards in digital brand communication.
