Rather than developing a campaign aimed only at riders attending Sturgis, we built the concept around a larger truth: the ride begins long before the destination. “The Ride Starts Long Before Sturgis” recognizes the mindset of riders who are always preparing, upgrading and looking for the next reason to get on the road. Sturgis created […]
Rather than developing a campaign aimed only at riders attending Sturgis, we built the concept around a larger truth: the ride begins long before the destination. “The Ride Starts Long Before Sturgis” recognizes the mindset of riders who are always preparing, upgrading and looking for the next reason to get on the road. Sturgis created the seasonal opportunity, but the campaign focused on the deeper payoff—the freedom, movement and personal connection riders experience through their motorcycles.
Using performance data, sales trends and an understanding of Dominator’s best-selling handlebar configurations, Marcia identified the products and audience signals with the strongest opportunity. We then produced a two-day campaign featuring multiple motorcycles, riders and handlebar setups through car-to-bike rolling photography, precision riding footage and lifestyle content. The final package included eight unique still advertisements formatted in 9:16 and 4:5 for Meta, along with 16:9 wide-format creative for the supporting email campaign. We also produced three fast-paced 15-second video ads optimized for paid social. Inspired by 1990s automotive advertising, the compositions used open roads, movement and deliberate negative space to communicate the scale and emotional payoff of the ride.
The campaign paired this emotional message with Dominator’s seasonal 10% offer, helping convert riders who were already familiar with the brand, considering an upgrade or preparing a new motorcycle for the riding season. By carrying one consistent concept across paid social and email, the campaign reached beyond riders physically traveling to Sturgis and spoke to the broader riding community. Within its first month, the campaign generated more than six figures in revenue, with the full Meta performance breakdown still being finalized.
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