Royal Enfield Uses Digital Platforms To Engage With Its Customer Base During Lockdown
The oldest motorcycle brand in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-sized motorcycle segment in India with its unique and distinctive modern classic bikes. With the launch of the 650 Twins, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market
While the whole country choosing to stay home during this coronavirus lockdown, Royal Enfield is engaging its customers through the digital medium using immerging technologies like Augmented Reality. It is a predicament for any avid rider to when he is not able to ride, especially when the nationwide lockdown is imposed.
To engage its customers during the nationwide lockdown, Royal Enfield has implemented multiple digital campaigns. The Motorcycle brand has a community of 7+ Million strong and swiftly growing not just in India but in international markets as well.
During the lockdown period, the mentions and conversation around Royal Enfield on social media platforms have seen an upsurge with an increase of more than 50% (in the last one month). The engagements across platforms too is at an all-time high, just to point one a few numbers - engagements on Facebook at up by 80% and video views are up by a staggering 370% in the last one month.
Here are some of the digital campaigns of Royal Enfield that storms the social media platforms amid nationwide lockdown.
#TripStory
Royal Enfield’s #TripStory is based on the insight that during the lockdown digital engagement and content consumption is at an all-time high.
Primary channel: Instagram
Results: Royal Enfield has received participation from over 21K Royal Enfield riders driving a digital engagement of 6.4 Million and stories views of 18.4 Million.
What's your Adventure?
The digital campaign is designed for the Himalayan owners. Through this campaign the brand asks the riders to share their adventure storied with us on various terrains - even the next colourways of Himalayan are inspired from terrains.
Primary channel: Instagram
Results: The brand has received participation from 12K+ riders within a week of launching the campaign.
Royal Enfield Custom World Live!
It is an episodic series with custom builders across the globe to learn their inspirations and stories, the live session involves our interactions with them about Royal Enfield customs they have created. With this, Royal Enfield aspires to inspire the rider community to personalise their motorcycles and present Royal Enfield Motorcycles as a canvas for self-expression.
Primary channel: Youtube and Instagram
Results: The company had conducted 2 sessions and received 100K live views and a cumulative engagement of 256.3K.
Along from this, a number of quick engagements were also used making use of the new format of social engagement the STORIES (Instagram, Facebook, YouTube) and WhatsApp was used to circulate them in the community - motorcycle bingo, crossword, catch the motorcycle, DIY videos, motorcycle maintenance tips during the lockdown.
Sound of Royal Enfield: Required viewers to guess the sound of the Royal Enfield motorcycles in Instagram stories being shared on the brand handle. The 5 story series resulted in a reach of over 500K and impressions spanning over 700K accounts
Catch the motorcycle: A UGC focused initiative, the activation focused on getting the users to catch the Royal Enfield motorcycles in a frame, share it on their Instagram stories and invite their friends to do the same. The series of stories resulted in a reach of over 1.1 million and impressions of over 2.1 million.
AR Filter: Royal Enfield involved creating a Royal Enfield AR Filter on Instagram which allowed riders to experience and relive the joy of riding from the comfort of their homes.
Royal Enfield’s motorcycle lineup includes the newly launched Interceptor 650 and the Continental GT 650, powered by a modern 648cc twin-cylinder engine. Royal Enfield also manufactures the Classic, Bullet, and Thunderbird models in 350cc displacement and the purpose-built Himalayan powered by the new LS410 engine. The company also exports to over 50 countries across the world including the USA, UK, several European and Latin American countries, as well as the Middle East and South-East Asia.
