At the mention of Harley-Davidson, one thinks of the signature roar of its engine and rugged leather jacket riders. But Harley is more than just the hardcore American icon many immediately associate the brand with. What carries through Harley’s century-long legacy is its pursuit of innovation that has built an unbreakable bond with generations of fans, a reason why many hail their Harleys as lifelong lovers.

MADJOR, the lead digital communication agency of Harley-Davidson China, has been inspired to take on the same innovative spirit. We continuously incorporate unconventional content strategies into our marketing campaigns in hopes of motivating Harley’s younger following, especially females, to join in the family of H.O.G (Harley Owners Group). The message we want to get out there is simple: Riding a Harley can be part of everyone’s lifestyle. So this year’s Valentine’s Day, we wanted to play a bit different.

Here’s how: forget those all-brands-do-it Valentine’s posters and tell a Harley-exclusive love story instead. We interviewed a Harley biker couple, digging into their romance to see how it is connected with Harley-Davidson. This “tough guy, soft heart" story reveals a diverse side of Harley’s brand personality.

As some of the best-known figures in the Chinese H.O.G, this couple are respective winners of the China Championship of Modified Harley-Davidson in 2015 and 2019. It's not often that a girl rides a Harley, and it's even rarer when both husband and wife love Harleys. Life with Harley and true love, as it turns out, does not just exist in dreams. Finding such a like-minded romance is perhaps everything a Harley rider could hope for. Their story also sends out a strong message to the Harley fans – somewhere out there someone will care for you if you’re a Harley lover. This genuine emotional resonance allows Harley to establish a closer connection with its fans and transform into a brand of flesh and blood.

Unlike Harley's regular WeChat posts, we look to create a more playful and romantic vibe throughout the Valentine’s post, brought to life by our design and copywriting team.

Unlike Harley's regular WeChat posts, we look to create a more playful and romantic vibe throughout the Valentine’s post, brought to life by our design and copywriting team.

Surely, Valentine's is not complete without a customized e-poster (cliché but effective - depends on how you do it). We took inspiration from Harley's patent V-Twin engine, whose shape resembles a heart, as we designed our poster. Our designer cleverly casts that heart-shaped shadow of the V-Twin engine onto the wall behind a Harley motorcycle. Along with it is the slogan "Love confession is hidden in the sound of the engine". An easily sharable holiday poster plus a "Harley Love Story"? Sounds like a heartfelt Valentine's Day marketing campaign we all enjoy :) ❤️