Celebrating women in the motorcycle industry with Royal Enfield
The motorcycle industry has long been guilty of struggling to communicate the biking aspirations of 50% of its potential audience, so we were particularly excited to be chosen to create a video campaign to showcase the International Female Ride Day for the oldest global motorcycle brand in continuous production, Royal Enfield.
It was agreed that the industry and manufacturers often neglect the importance of women who ride and work in motorcycling, so a plan was made to showcase the women who work at Royal Enfield, their dealerships, and influential female voices in motorcycling.
First, we visited Royal Enfield HQ in Leicestershire, taking viewers into the heart of the company’s European operations to discover the diverse talents shaping the eye-opening new machines of this intriguing brand. This element featured:
Leah Tokelove: Marketing and Events Coordinator
Dani Hair: Colour, Trim and Graphic Designer
Darline Vogel: Group Manager and Creative lead in CTG
Parul Shahi: Team manager in Product Strategy
Lesa Davies: Project Design Engineer
Following this, we dove deeper into the world of Royal Enfield UK, shining a spotlight on some of the remarkable women who enrich the brand’s connection with valued customers, working in dealerships through ‘front of house’ and in the servicing department.
Denise: Hayball Motorcycles
Claire: Loegria Royal Enfield Balmer Lawn
Lizzie: Spyder
Finally, we worked with female motorcycle influencers to produce a video using a mixture of existing and self-shot content. This segment focused on how motorcycles have benefited their lives and brought them joy and freedom, encouraging more women to jump on two wheels.
Jacqui Furneaux: Travelled the world on a Bullet
Roxy Velvet: Founder of Velvet Underground Tattoo
Wren Maher: Motorcycle Influencer
Bry Martin: The Classic Motorcycle Channel Presenter
The result? Multiple videos with massive organic reach and a huge amount of goodwill for staff and fans of the brand. So, how was it received? Well, here are some comments from social media
“Thank you, it’s about time”
“Fantastic marketing, loving this new way of presenting a motorcycle brand”
“Such a cool series”
“I adore this.”
“Great video, great bikes”
“Royal Enfield really pushing the marketing this time, wow!”