The gigantic promotion of Katy Perry’s Harley Davidson

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By MARK GARDINER

Katy Perry went out for a walk in Hawaii and came back with a song that should make Harley-Davidson is put to dance.

On the 16th of October, Perry released “Harleys in Hawaii”, a song inspired by an idyll tropical with her fiancé, the actor Orlando Bloom. By the end of November, had been listened to more than 32 million times via streaming on Spotify and the music video that accompanies it —is that it presents the pop star as a driver and as a passenger of motorcycles Harley— has been watched over 15 million times.

Perry is a heavy weight on social networks, with more than 100 million followers on Twitter and 80 million on Instagram. And many brands now spend the same on product placement with influencers in social networks in advertising.

But all that Harley-Davidson made in exchange for the massive exposure to the fan base of Perry was to supply motorcycles for the video. Not heard of the new-found affinity of Perry on the bikes until after the song had been recorded.

Harley-Davidson has recognized that it must replace its aging base of male clients; riders younger and women are important targets of marketing.

Perry not only wrote the song. Hired a professional to teach him to ride a motorcycle for the music video.

The combined effect of the video, a video behind-the-scenes and several short videos recorded at the Harley-Davidson museum in Milwaukee, Wisconsin, is the equivalent of an incredible campaign of influencer on social media, which the motorcycle manufacturer obtained virtually without cost. This came along with a cascade of messages in the accounts of Perry on Instagram and Twitter.

“They are extremely lucky”said Mae Karwowski, founder and executive director of Obviously, agency specializing in marketing to influencers.

“The simple amount of content that she created around Harley, with a clear positioning that this is a new symbol of feminist —we talk a lot about authenticity in the marketing of the influencers, and it is very clear that she has a lot of passion for the subject.”

Mike Craddock, director of Kairos Media, estimated that “the value of the product integration is situated in a few million dollars”.

But this type of marketing remains an inexact science and Karwowski saw the campaign as something much more valuable.

“If you simply actually think about it how much would Katy by a placement of product paid in their social channels, I think would be in excess of $ 40 millionand that’s not even taking into account the value of all the times it has been listened to on Spotify,” he said.

© 2019 The New York Times