Company: Critical Mass
Company Description: Critical Mass was founded when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Over the next 25 years, we helped global brands reimagine digital and transform their businesses though strategic consulting, innovative creative ideas and cutting-edge technology thinking.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Vehicles
 Nomination Title: H-D1 Marketplace
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 93 words used.
Harley-Davidson (H-D) stands for the pursuit of adventure, with a goal of enhancing their position as the most desirable motorcycle and lifestyle brand in the world. Launched in 2021, H-D1 Marketplace offers over 23K bikes in one e-commerce platform to those looking for a motorcycle, while Harley-Davidson Financial Services (HDFS) seeks to provide financing to those interested in purchasing a new or used bike.
To support bike sales, the H-D DCO program integrates a flexible framework, audience analytics, and decision tree logic to optimize media and drive impactful results leading to bike sales.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 242 words used.
The goal of this campaign was to increase bike sales. To do this, we would:
· Focus on media efficiencies that increase bike sales year over year (2023), while expanding Harley-Davidson’s DCO Display program to include new audiences and more advanced retargeting strategies.
· Move from evaluating media performance based on a KPI of on-site actions to estimated sales.
· Expand budget for media spend through creative execution efficiencies via a dynamic creative partner.
We launched dynamic creative for display in 2022, driving increased engagement to the H-D1 Marketplace site and increased efficiencies compared to standard display banners. In 2024, to advance our DCO strategy and to focus on bike sales instead of on-site actions, CM deployed action weighted conversions to both planning and measurement, isolating 8 specific on-site actions that were most likely to result in bike sales. We believe that all paths to purchase lead to bike financing opportunities, to buy a new bike, buy a used bike, or sell a bike.
The strategy incorporated 3 different audiences (Current Riders, New Riders, Motorcycle Enthusiasts), reaching them at all points in the customer journey - prospecting, sequencing, and retargeting. Consumers were then served specific messages depending on the action they performed or where on the site they visited, their point in the customer journey, and which audience they fell within. Customized dynamic 1:1 messages drove to different places on site, encouraging engagement that led to an increase in bike sales.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 145 words used.
Cost Per Sale Decreased
· Estimated cost per sale was lowered [REDACTED FOR PUBLICATION] year over year (2023 to 2024) by optimizing toward actions on site that were most likely to drive a bike sale instead of total volume of actions.
Diligent Optimizations Drove Efficiency
· Utilizing our conversion tiers, the majority of actions driven online were those weighted most toward driving a bike sale (loan applications submitted for new and used bikes).
· Total loan applications saw over a 2x increase year over year [REDACTED FOR PUBLICATION].
Test & Learn Approach Improved Performance throughout Campaign
· Keeping DCO at the forefront allowed us to continually learn and find even more opportunities for increased performance.
· Our retargeting ad units that deployed tailored 1:1 messaging showed staggering increases in overall performance.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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