digital marketing
Triumph Motorcycles
Triumph Motorcycles
The legendary Triumph Motorcycles brand has experienced strong growth in the Swiss market in recent years. Iconic models such as the Street Triple, Speed Twin and Bobber are increasingly being seen on Swiss roads. When Brandfinity & the Triumph Motorcycles Switzerland team started their collaboration, the objective was to support the growth by optimising the performance of the digital channels.
Brandfinity worked on several levels to increase Triumph Motorcycles brand awareness, generate interest in its models and increase the volume of leads generated online.
Analytics & Live dashboards
A first phase was to define the key performance indicators (KPIs) for the paid media and the organic visibility of the site in search engines. Following this phase, real time dashboards were built to reflect the defined KPI’s and to allow tracking of performance. Sources such as Google Analytics, Google Search console, Meta, Google ads, Google DV360 and Triumph Motorcycles’ lead management system were connected to a data warehouse and live dashboards created on Tableau Software.
Workshops
Brandfinity then took part in two workshops with the dealers to create a customer journey map of potential Triumph Motorcycles buyers through a design thinking workshop.
- analytics
- live dashboards
- workshops
- seo
- paid media
- paid social media
- TikTok
- programmatic
- paid search
- recommendations
- reporting
Search engine optimisation
An analysis of keywords, brand and dealer visibility in Google Search and Google Maps was also carried out, in order to issue recommendations for the search engine optimisation (SEO) of the site, but also a document of “best practices” to be implemented for the dealers’ google maps listings.
Paid media
Finally, a media investment strategy was created with the Triumph Switzerland team to increase visibility and lead volumes generated via digital platforms.
After this launch phase in autumn 2021, Brandfinity worked with both the Triumph Switzerland team and dealers in German-speaking Switzerland throughout 2022.
Triumph Switzerland’s digital campaigns have been managed by Brandfinity ever since, with a mix of different platforms used.
Programmatic
To generate awareness with YouTube campaigns (video, bumper ads) but also engagement and conversion with In banner video ads. Brandfinity also managed the adaptation of videos and creatives to the different IABA standard formats.
Paid Social media
Campaigns on Facebook & Instagram with a focus on awareness, engagement and conversions with the implementation of video campaigns, carousels, instant experiences and lead forms to capture the interest of people who wish to proceed with the test drive at dealerships.
Tiktok
For entry-level motorbikes, Tiktok’s audience is an ideal target age range for people looking to buy their first bike. Test campaigns are underway to validate this platform for brand awareness and lead acquisition.
Paid Search
A mixed strategy was implemented with the objective of maintaining maximum brand visibility on key motorbike models and categories, but also on lead acquisition on generic terms related to the motorbike categories offered by Triumph Motorcycles. Use of sitelinks to drive traffic to dealers’ google maps listings or ongoing leasing promotions for certain models was added on top to generate more engagement.
Through a continuous process of testing and optimisation, Brandfinity was able to significantly increase the performance of the campaigns, but also to increase the consistency of the digital channel as a lead and sales generating platform.
Despite a sharply declining market in 2022, Triumph Switzerland managed to maintain its sales volume and increase its market share to a record level.
2024 – “Brandfinity has been supporting TRIUMPH SWITZERLAND digitally since 2021, proving to be a very reliable business partner who stays at the forefront of technology and uses best practices. This season, they assisted us on proposing digital strategy campaign ideas, setting up 42 paid campaigns (Social, Google Ads, and Programmatic) in DE, FR and IT, implementing analytics, and creating sophisticated carrousels visuals tailored for numerous regional dealers with the purpose to promote Triumph’s iconic motorcycles, such as the Scrambler 400, Tiger 900, Scrambler 1200 X and XE, Daytona 660, Rocket 3 Storm, Street Triple and Trident 660. See all motorcycles here and to create visibility for the event Distinguished Gentlemen Ride from TRIUMPH ( DGR charity with their official charity partner, @Movember, changing the face of men’s health on a global scale. More>> ) across various channels, including paid search, social, programmatic.
Brandfinity created 20 customised landing pages in both French and German with embedded forms for Triumph dealerships, prepared visuals for Instagram and Facebook (63 carousels versions) with the purpose to encourage customers to book the test drives, and to increase the awareness about new moto models and for our upcoming events.
We are delighted with the consistent results growth and their prompt understanding and efficient response to all our needs and custom adaptations.
Their ability to manage all dealers (19) simultaneously in a short period is impressive.
Brandfinity is a great partner, and we highly recommend their services“.
Reto Tschannen – Marketing Manager Switzerland, Triumph Motorcycles LTD.
2024 – “We’re delighted to have Brandfinity as a partner, as they are true experts in the field of digital marketing. This year, we collaborated with them on a number of different topics, such as:
– Promotion of our motorcycle models, to encourage customers to book a test ride.
– Event promotion.
– Optimization of our Google Maps (GMB) account with organic publications
– Configuration of cross-domain tracking between website and landing pages with Google Analytics
– Installation of a behavior analytics tool to understand visitors’ pain points and frustrations and optimize the website.
We’re very satisfied with the results we’ve achieved thanks to our collaboration with them. As far as our GMB account is concerned, we’ve seen a significant increase in impressions, as well as an improvement in our search engine positioning, often reaching 2nd to 5th positions for keywords specific to our motorcycle models. In addition, we recorded 991 additional clicks on our organic content (Google Maps) compared to the previous period, with an increase in the last 28 days. We also saw a 24% increase in clicks from Google search.
Finally, thanks to our paid advertising campaigns, we were able to maximize our visibility and reach our target audience effectively.
We highly recommend Brandfinity as a business partner, as they are able to deliver exceptional results.”
Charlie Emery, Sales Manager, Triumph Fribourg – Motos Vionnet
2023 – “The collaboration with Brandfinity has allowed us to better control and increase the performance of our digital channels. We appreciate Brandfinity’s proactive collaboration, responsiveness and creative & strategic approach.”
Reto Tschannen – Marketing Manager Switzerland, Triumph Motorcycles LTD.