Harley Davidson

Harley-Davidson Boosts Brand Engagement with Innovative Campaigns

Our agency partnered with Harley-Davidson to develop an innovative, multi-channel campaign centered around the theme of freedom. The goal was to generate excitement and engagement among Harley’s existing riders while also appealing to aspiring and younger motorcyclists. The campaign for the Harley-Davidson X440 model used cryptic teasers, social challenges, and immersive experiences to create intrigue. Influencers and the #RideForFreedom hashtag amplified engagement. A grand product launch event crowned the effort, offering the X440 as the coveted prize for participants.


Marketing strategy

Campaign origin

Gurugram, India


Over 2 Million
views garnered by teaser ads


20+ influencers
participated in branded road trips


Our strategy aimed to reposition Harley as a symbol of freedom and rebellion for younger audiences. Key elements included:

  • Emotional messaging around adventure, escape and living on one's terms
  • Building mystery and exclusivity around the new X440 model
  • Leveraging influencers and social challenges to organically spread #RideForFreedom
  • Teaser content and vague hints to fuel speculation and anticipation
  • Immersive experiences that let audiences embrace the Harley lifestyle
  • Driving user-generated content and engagement tied to #RideForFreedom
  • Using the X440 launch and grand prize incentive to motivate actions

By making Harley feel aspirational yet rebelliously exclusive, we sought to ignite passion and advocacy among younger riders.


To execute on our strategy, we developed an integrated campaign mix focused on mystery, exclusivity and experiential marketing. Tactics included:

  • Cryptic out-of-home ads with intriguing quotes and imagery that hinted at the X440 but revealed few details. These drove curiosity and speculation.
  • Cinematic teaser videos that showed quick glimpses of motorcycle freedom without fully exposing the new bike. Dark, moody lighting added to the intrigue.
  • Influencer seeding with motovloggers and bike experts who participated in top-secret X440 test rides and shared limited sneak peeks.
  • Immersive consumer experiences including secret codes at brand events to access restricted areas and spy-themed merchandise.
  • The #RideForFreedom social challenge that encouraged UGC around what freedom means while subtly promoting Harley's values.
  • An exclusive X440 launch event and grand prize giveaway to reward engaged audiences with ultimate insider access.
  • Paid boosting to amplify organic content and promote influencer posts, ads and the launch event.


The multi-faceted freedom campaign exceeded expectations and achieved impressive results:

  • Teaser ads garnered over 2 million views and fueled speculation around Harley’s new X440 model
  • #RideForFreedom challenges earned 5X more engagement than previous campaigns
  • Over 20 influencers participated in branded road trips and test ride events for the X440
  • X440 pre-orders surpassed sales targets following the exclusive launch event
  • Positive sentiment and brand interest increased double-digits among younger demographics

By tapping into Harley’s core brand identity in an unexpected way, we helped reinvigorate audience passion for this legendary motorcycle company. The innovative, interactive campaign brought Harley’s message of freedom to life while expanding its appeal to new generations.


Don't take our word for it, take theirs!

"Discover the power of digital marketing that delivers on its promises with our satisfied customers' testimonials. See for yourself why we're the best in the biz."

"Throughout this rapid scaling effort, we've maintained a profitable ROAS and met the desired KPIs."

Tim Roter
Director, M.C Overalls

We hired the Upthrust Team to assist us with our Google and Facebook advertising. I’m very happy to report that, my business is starting to take off! I can see a consistent flow of new clients coming into the business. They are driven by integrity and passion for optimization.

Joel Annesley
Founder, Quietly Successful

They produced an incredible all round marketing strategy . The team can optimise growth for the short and long term. If you want to stand out in your business online, go with these guys. They will have you saying wow at their intelligence, creativity and ideas.

Kaitlyn Cook
Founder, KCC

Upthrust was our solution when we were struggling. They dug deep into our business, and their expertise showed. With just a $4900 investment, our revenue multiplied by 2.7 times, reaching an impressive $51,479 monthly. The team at Upthrust truly understands digital sales and growth, focusing on the results that matter. At The Lash Supply, we value their practical and effective approach.

Founder, The Lash Supply

Upthrust means business - growth, performance, and revenue are their focus. As a young company, we had reservations about hiring an agency, but Upthrust quickly became more than just a team - they became our partners. They helped us navigate complex growth paths, always going the extra mile. A clear understanding of our goals led to a strategic plan that resulted in impressive growth. With Upthrust, you're not outsourcing but gaining a growth partner.

Hero - Elements Webflow Library - BRIX Templates
Founder, Jewel Marvels

Running an online auto parts store at Carorbis, we struggled with stagnant growth, poor traffic, ineffective ads, and low conversion rates. That's when we met Akshay at Upthrust. Their team devised a plan that promised to boost our organic rankings, optimize ad spend, and plug our conversion funnel leaks. Six months in, we've witnessed a 463% increase in organic traffic, significantly improved ad performance, and a near tripling of our conversion rates. All credit to the phenomenal team at Upthrust

Founder, Cororbis

At Housr, we struggled with the quantity and quality of leads for our diverse portfolio of properties. This challenge directly impacted our conversion rates. With Upthrust's involvement, we saw a notable boost in leads and conversions. Their expertise in search engine marketing, Google ads, and budget allocation were instrumental in hitting our targets. We now receive property-specific leads, and our online presence has skyrocketed. Its deep engagement with our evolving needs sets Upthrust apart, enabling them to craft strategies that drive our growth.

Marketing Head, Housr

Teaming up with Upthrust made a world of difference for us at Olive Clothing. We were grappling with high costs per purchase, but their strategic interventions turned things around. They designed an intelligent funnel for us, diversified our ads, and consolidated our audiences - all of which led to a substantial 40% decrease in cost per acquisition. Not only did they bring down costs, but they also boosted our overall revenue by 1.54 times. Partnering with Upthrust has proven to be a game-changing decision for our growth.

Natalie Evans
Founder, Olive Clothing

Upthrust got us at L'Oréal. They guided us with insightful strategies to pinpoint precisely our target audience. It was an intelligent mix of behavioral, demographic, and contextual targeting. The result? A remarkable 45% sales growth for our products, and cost per sale was reduced by 60%. This wasn't just a numbers game; it was about effectively reaching out to genuine people. Thanks to Upthrust, we saw real growth.

Erika Valdez
Marketing Director, Loreal

Petco was about to launch a new Unleashed boutique store, and we needed help getting the word out. Upthrust came in and focused on connecting with local pet owners. They placed ads on local news sites and other places our potential customers would likely visit. And guess what? It worked! The ads hit home, with more people clicking on them than we usually see in this industry. But the real success was in the foot traffic. Thanks to the campaign, our store was buzzing with 25% more visitors than usual. Upthrust also gave us some great tips on how to reach out to our local community in the future.

Katie Nauman
Marketing, Petco

Teaming up with Upthrust was the best decision we made. They took the time to get Aikido and our unique place in the market truly. With this understanding, they masterfully crafted and executed a strategy that led to an impressive 372% increase in organic growth and a whopping 482% rise in platform demos. In simple words, they made a massive difference to our business!

Ron Altmen
Founder, Aikido

Our collaboration with Upthrust has been transformative. Their targeted approach led to a remarkable decrease in lead cost and a significant increase in lead quality. We also saw a massive decrease in our client acquisition cost. Their strategic and efficient handling of our unique needs has been instrumental in driving our company's performance and profitability.

Alan taylor
Founder, Mukunda Foods

Your Wingman is here.

It’s a good idea to let someone have your back, and who better to help you wing your marketing game than us?

Get in touch today!

We are omnipresent. We are also present on phones, emails, and social media.

Contact Us

Browse our Packages

Success comes with a price, but ours won’t empty your pockets.

Browse Packages