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.
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.
- live dashboards
- paid media
- paid social media
- paid search
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.
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.
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.
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.
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.
“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.