Italian motorcycle brand Moto Guzzi’s North American parent company Piaggio Group Americas challenged Brandware to create a fast, cost-effective and meaningful social media solution to celebrate the company’s 90th anniversary.
Brandware proposed The Moto Guzzi Heritage Blog, a now-permanent Tumblr-based microsite and blog that taps into the loyal Moto Guzzi owner community. We wanted to showcase the history and soul of the brand through its most enthusiastic fans.
To drive traffic, submissions and ongoing engagement, Brandware used a strategic mix of community and influencer outreach, storytelling and earned media placements. All content was produced in-house, with a turn-around time from concept through debut of just two weeks. Instead of achieving the original goal of 45 customer stories over nine weeks, the blog site received over 200 submissions and 19,000 unique visitors in that short timeframe.
Moto Guzzi dealers, owners and brand newcomers loved the site. As a result, it’s now a permanent, completely fan-based blog. Fresh user-generated content powers a daily post about Moto Guzzi motorcycles in America, and enthusiast engagement continues at a very high level.