Social Media Marketing to Motorcyclists: Campaign Performance Report for Safer Rider Campaign

Through a strategic planning process, and based on detailed insight reporting, the Safer Rider campaign has been focussed on delivery through social media marketing channels.

The result of this study into motorcycle casualties, riders, their lifestyles and attitudes has formed the basis of a low cost, highly targeted, multi-channel campaign which has received support from all three sectors.

Based on the impact created through a viral video that has achieved a remarkable 5 million views online, the Safer Rider team have established an ongoing dialogue with hundreds of members of the motorcycling community promoting key messages about undertaking post-test training alongside advice on a range of motorcycling issues.

Analysing the demographic profile of Safer Rider facebook users and mapping this over the original socio-demographic data for the highest risk riders demonstrates that the campaign has been extremely effective in hitting the precise group that it set-out to target.

Among the campaign’s strengths is its use of expertise such as highly respected police motorcycle riders to discuss safety issues and professional mechanics to offer advice on critical bike maintenance. The level of engagement also impressed the motorcycle industry, with more than a dozen leading manufacturers of parts and accessories providing equipment for product tests and competition prizes.

With continued support from a police and local authorities, Safer Rider is utilising blogs, tweets, videos, posts and competitions to maximise the effect of social media channels to promote rider safety.