Progressive + Influencer Marketing
The motorcycle category has traditionally been a male dominated one. However, in recent years, female motorcyclists have become the fastest growing demographic. Progressive needed a way to authentically connect with this frequently overlooked audience.
Contrary to their male counterparts, female rider communities originate through social media channels, specifically Instagram, helping them to build confidence and connections that further their passion for riding. In short, online followers eventually become offline friends.
Progressive Motorcycle partnered with Babes Ride Out, an emerging event and media platform that mobilizes social communities of highly influential women riders to create events that celebrate their passion for riding.
We developed a partnership with the property designed around enhancing those connections thereby becoming an active catalyst of these communities.