KTM, founded in 1953, is the largest European motorcycle manufacturer specialising in "Ready to Race" on and off road motorcycles. KTM has built a reputation for high-quality premium race ready machines suitable for street and off road race competition and recreation. With more than 260 World Championships and counting, the technology, design and performance of KTM motorcycles continues to race past competition time and again.
Racing hence, is and always will be KTM's key talking point.
That been said, in India, KTM faced a very acute challenge. Indians, neither related to nor understood KTM's illustrious legacy. Besides that, KTM talking about dirt or tarmac never really resonated with our audience. For them, racing is a very rash and dangerous exercise. And a brand trying to own a space like racing was destined to have a dull future, particularly on social media.
Our objective was to build relevance and relatability for the brand while still stay true to what the brand stands for.
Challenges:
An Austrian brand that stands for racing with no legacy in India
Taboos Associated with racing in India.
The objective was to drive relevance and reliability for KTM in India, while making sure the brand stayed true to its roots. In order to do so, we decided to implement a PULL STRATEGY . While our approach largely centered around user generated content that was tactfully curated, we were also successful in leveraging the power of Instagram by presenting visually captivating content that told a story and had a KTM spin to it. The curation and creation of relevant stories managed to fuel the passion in every sports biker. The engaging content created a community of KTM loyalists that gradually turned into advocates for the brand. These new 'fans' helped recruit more members and thereby grew the KTM community by a whopping 600%. Because we managed to do this organically, engagement levels also grew along with the rise in followers! Hence, we were successful in driving Instagram as a 'SOCIAL ADVOCACY' Platform through our constantly evolving content by keeping the consumer at the centre of everything we do.
We have grown from 50K fans from Jan 2016 to 310K fans in the last year on Instagram. That's 600% organically in a year.
We've been told fan page growth and handle engagement rate are inversely related. But, we didn't listen and our engagement rate grew to 6.2% organically.
Adding to that, we recorded a month on month growth of average post engagement from 2000 to 15,000. That means our average post engagement grew by a staggering 650%, organically.
