We created an online documentary series for women on their own turf, MSN’s Bold New You portal, and showed women exactly what it takes to become a rider. Across six episodes and 38 minutes of content, we showed four women with a range of personalities and life stages (a teacher, a girly girl, an adrenaline junkie, and a woman looking for a life change) as they embarked on Harley Davidson’s Riders Edge training courses as a way to positively change their lives.

All four women began with initial apprehension to riding a motorcycle, but over time they all embraced the role and confidently conquered the challenges of riding a motorcycle. The series culminated in each woman’s first big solo ride and showed others that there was no reason to question a woman’s desire to ride.

•Campaign succeeded in reaching women–94% of audience are W35+–92% are non-riders•Campaign drove 205,192 My Time to Ride video views•Campaign drove 121,427 clicks to h-d.com •Attitudinally saw lifts in "Is for people like me" (+14%) and "makes female riders feel sexy“ (+12%)•Campaign drove 152% lift in ‘Harley’ brand related search activity on bing