Doubling the market share of BMW motorbikes

This case study explains how BMW increased the market share of its Motorrad motorbike model in the US by using a more efficient allocation of media spend.

Doubling the market share of BMW motorbikes

BMW Motorrad USAUM

Summary

This is a story where we doubled BMW Motorrad's market share from 1.6% to 4% over the two year period, 2013 to 2014. The US motorbike category is dominated by well-established players such as Harley Davidson and Honda.

Our aim was to harness media advertising at highly efficient weight levels to incentivize the motorbike owners to reevaluate BMW. Central to the development of the media and creative strategies over this period was the use of a weekly tracker which we not only used as a standard tracker, but...

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