Decades of masculine stereotypes have confined women to the passenger seat. Can-Am was determined to democratise the open road; however, women account for only 20% of all motorcycle riders. Our aim was to start a dialogue with women riders to increase their representation and Can-Am’s sales.
Our analytics team uncovered two major issues. Firstly, encoded prejudices in our data and systems that favour men’s historical ‘best performer’ status. Secondly, a social media environment often populated by detractors pushing hate and vitriol about women riders. We needed to control the algorithms, fight the historical data bias and give women the place they deserve – the driver’s seat. We created a new social digital safe space for women: The Women of On-Road private Facebook group, a place to exchange ideas, inspire one another and learn how to ride safely and freely.
The Facebook group quickly became an invaluable source of insights and the heart and soul of our campaign, unlocking all the key messages. The new strategy achieved its ultimate goal of building a new database free from algorithm bias and social stigma that has been entrenched for over a century.
Our content reached 3m potential women riders and increased licence registration 58% year-on-year. Can-Am became a leader in the space, helping increase female representation; with 36% of their owners now women, they have eclipsed the 19% average across other manufacturers.
In potential women riders
+ 0 %
+ 0 %
in licence registrations YOY
+ 0 %
from community members