Katy Perry went for a ride to Hawaii and came back with a song that should put to dance to Harley-Davidson.
Last month, Perry released “Harleys in Hawaii”, a song inspired by the idyll tropical with her fiancé, the actor Orlando Bloom. In a matter of two weeks, had been heard 20 million times on Spotify, and the music video of the song —in which the pop star leads the way and is co-pilot of some Harley— has been watched over 12 million times.
Today, many brands invest so much in advertising indirectly, to the influential of the social networks such as in advertisements. Perry is very popular in social networks, as it has more than 100 million followers in Twitter and 80 million in Instagram. However, everything that made Harley-Davidson in exchange for great exposure to your huge base of fans was to give motorcycles to the video.
Although Perry does not look like the typical client of Harley —it is not, by the way— the company has long recognized that it should replace your main base of customers: the older men. Motorcyclists more young people in general and women in particular, are a great marketing approach for the company. To attract the audience Harley depended mainly on a new electric motorcycle, the LiveWire, but recently had to stop production to solve a problem of load.
Perry described the creation of the song to Zach Sang, host of radio transmission in direct and pódcast in Los Angeles.
“We rented a Harley because only we were there a few days,” he said. “I specifically remember where I was, the corner where I was on Oahu. When we gave him back, I whispered to Orlando that I would write a song called ‘Harleys in Hawaii’”.
Not only he wrote the song. Also hired a coach to teach him to ride a motorcycle for the music video.
Harley-Davidson knew nothing about the new passion of Perry by motorcycles until after I had recorded the song.
“We learned in the last week of June through his label, and the video was filmed in early July,” said Jenny Lowney, who manages the indirect advertising of the company in film and on television, with influential personalities in social networks.
The combined effect of the music video of Perry, a video behind-the-scenes, and other short filmed at the Harley-Davidson museum in Milwaukee —not to mention a series of publications in their accounts of Instagram and Twitter— equivalent of a campaign incredible with an influent that the troubled manufacturer of motorcycles obtained at virtually no cost.
“We work with our local dealer on Kauai to be able to have motorcycles in the video. That’s all we did,” said Lowney. (Harley-Davidson also paid what it described as a “nominal fee” to Universal Music Group for digital assets —pictures and video clips— and you can use them in their own social networks).
Sales of Harley have been decreasing. Last year, for the second consecutive year, the sales of motorcycles in the united States decreased by 10 percent compared with the previous year and, over the first nine months of 2019, domestic sales decreased by over 5 percent compared with the same period in 2018.
At this time, it is still impossible to know the value that will have this exhibition for advertising with women from 13 to 21 years for the manufacturer of motorcycles of 116 years. However, we gave it a try. We talked with the leaders of the three main agencies that specialize in advertising with personalities that influence in social networks.
“They have a lot of luck,” said Mae Karwowski, founder and executive director of Obviously. “She created a lot of content for Harley and with a positioning evident that this is a new symbol of feminist. We talk a lot about authenticity in the advertising of influential and it is clear that she is passionate about this.”
The calculations Karwowski were awesome. “If only we saw what Katy would win by indirect advertising in their social media channels, I think we might be talking of more than 40 million dollars, and not even we would be taking into account the value of all the live streams on Spotify, or the 11,000 publications of fans with the tag #HarleysinHawaii”.
“I would organize a group of girls or ambassadors of mark who will teach other women to use motorcycles to take advantage of this opportunity”, he added.
Mike Craddock, director of Kairos Media, was more conservative. “The integration of product has a value of less than seven figures, according to our opinion”, he wrote in an email.
Although “it is an opportunity great and is generating a lot of interest in Harley, the attention spans of people are incredibly short,” added Craddock. “For brands to make a difference with time, the inflow must produce authentic content consistently, and become ambassadors of specific products”.
Joe Gagliese, co-founder of Viral Nation, which describes itself as a “global advertising agency of influential”, provided the calculation is the lowest of all, with “over a million”.
The wide range of estimates illustrates the level to which this branch of marketing remains an inexact science. However, the three experts were in agreement that the motorcycle company should take advantage of the exposure to establish brand awareness in the long term among fans of the singer.
Even at a lower level, “Harleys in Hawaii” was a gift for the ad team of Harley in Milwaukee.
“We strive to find opportunities for indirect advertising and generate other to introduce our brand in these times of cultural,” said Paul James, the head of public relations of the company. “But sometimes the artists simply decide that they must choose Harley and come to us.”