Over the last few years, we noticed a ritual taking place each spring: riders looked online for DIY tips on how to repair, maintain and accessorize their vehicle. It’s their way to engage with their Can-Am vehicle before the riding season begins. The question now was: How could we profit from this ritual knowing Can-Am had no vehicles to sell, due to the COVID-related shutdown of its production plants? It was a bold proposition since 4-wheeler owners have a history of buying parts and accessories in dealerships (all closed during lockdown!). We capitalized on the DYI online videos to drive consumers to the Can-Am e-comm website and keep our business rolling by selling parts and accessories.
Can-Am manufactures all-terrain and side-by-side vehicles. Muddy trails, dunes and mountaintops all become playgrounds for the Can-Am adrenaline-seeking riders. Research shows that riding a Can-Am vehicle is an experience that appeals to all senses: the smell of the soil, the feel of the bumpy road and - perhaps more importantly- the sound of the powerful engine.
We leveraged the fact that Can-Am fans missed the sensorial joys of riding especially the sound of their powerful engine. We started with online videos featuring the most popular Can-Am professional riders and ambassadors. The videos stood out with their unique and humoristic call-to-action: Call a toll-free line to hear roaring engine sounds and record your own! (That’s right: don’t click, call us!)
Once we got the adrenaline-deprived riders’ attention, it was time to engage them with tutorials on Can-Am parts and accessories. It proved a great way to showcase Can-Am’s top selling products and increase the brand’s awareness and consideration.
3. Follow-Up Promotional Offers
The last phase was to push specific products the DIYers who had watched our How-To series. It was the very first time Can-Am pushed for sale of parts and accessories on its e-commerce platform and stakes were high: with no vehicles to sell in the fall of 2020, this strategy was Mission Critical.
To launch the series, we targeted our Can-Am riders on YouTube and select social platforms. Much to our surprise, more than 7,000 Can-Am fans contacted the tool-free number to hear the sound of their favourites Can-Am vehicles and submitted their own engine’s sound! Such a huge success called for follow-up videos featuring the best engine sounds imitations.
Can-Am Therapy’s launch phase allowed us to build new audiences and identify potential consumers for Can-Am parts and accessories. We increased our audience pool by creating look-a-like audiences. We then activated these new audiences by pushing the DIY tutorials on how to maintain, repair and accessorize Can-Am vehicles at home. Pushed through programmatic videos, the tutorials featured the same humoristic vibe as the launch videos. The content of the tutorials itself was influenced by data, as it showcased the most searched-for DYI modifications and maintenances.
Lastly, we pushed targeted promotional offers to users who had watched the tutorials, to drive engagement and e-commerce transactions. When our North American dealerships reopened in the summer, we adapted our messaging and intercepted consumers with video content, social ads and search ads, based on inventory level.
2020 has been Can-Am’s best sale year despite the pandemic
increase in unit sales
increase in online transactions
increase in return on investment