On a mission to democratize the open road, BRP is focused on creating experiences that are measured in emotion rather than distance. And to build brands that reinvent the codes of rider culture for today’s world.

The motorcycle industry has seen declining sales, as the core customer ages out of riding, and new riders sign up at a progressively lower rate. For Can-Am to be successful in growing the 3-wheel category we need new riders.

While women account for only 20% of all riders, they are critical to our growth mission and represent one of the fastest-growing new rider segments. Our aim with this campaign was to empower women riders to increase their representation, while increasing our sales by 11% over the next two years.

Creating new interest and intent for the category was critical for growth. And if anyone needed proof that women were ready to take on the road, here it was. The Women of On-Road Facebook group quickly became an invaluable source of insights, unlocking the key messages for the campaign.

This vibrant community helped us gather new data to fight the biases that created barrier-of-entry for them.

Key topics around equal opportunity and community support became a focus for us. On International Female Ride Day we introduced a virtual event called the 20for20 Challenge, in which women were asked to collectively ride 20,000 miles together as a symbol of strength. We also included specialized offers and advice to women seeking their licencing test by partnering with local riding schools. Each woman who passed their test was followed up with to provide a unique shopping experience with Can-Am.

We know there is a lot of passion amongst our existing women ridership to offer advice, therefore reaching out to them as a first step made sense. We put a call out to them using our social channels and CRM to come and join the new Women of On-Road group and to share with their own communities.

The new safe social group, soon comprised thousands influential women riders, who became the heart and soul of the campaign. They brought unique perspectives on the issue of sexism in the male-dominated world of motorcycling. Leveraging the content created for and by this group, we were able to grow our user base authentically without the use of transactional data. Using lookalike profiles, we built a new data set, free of bias, to then recruit more women to discover riding.

The Social group soon compromised thousands influential women riders who became the heart and soul of this campaign. Leveraging content created for and by this group, we were able to grow the user base authentically.

To help mobilize the group, we created the 20for20 Challenge on International Female Ride Day and invited women to collectively ride 20,000 miles. Women rode solo due to the pandemic, but they all came together online and helped improve gender equality on the road.

Inspiration wasn’t enough, we also knew addressing key barriers of entry was key to success. Statistics show that women are more intimidated by taking the licensing test than men, so in partnership with riding schools, we customized educational content and an offer specifically for women. Closing the loop by driving women who had passed their test directly to their closest Can-Am dealer for a personalized shopping experience.

The content strategy fuelled by the Women of On-Road social group reached 3M potential women riders and brought 78% more females to our website than the year prior.

We are most proud of giving women access to the driver’s seat and increasing new women licence registrations by 58% compared to the previous year. We created an engaged platform for women to learn and communicate about the very real challenges they face. This was evident by our ability to increase activity community members by 500%.

We increased our sales by 15% compared to the previous year, getting 5 points above our initial target, and moving us closer towards our 11% sales goal.

Can-Am has become a leader in the space and has moved the category forward by helping to increase female representation. With 36% of our owners now represented by women, we have blown away the 20% average across other manufacturers.