Integrated content strategy for Harley Owners Group

The Harley Owners Group (H.O.G.), the official riding club of Harley-Davidson, offers a wide variety of member benefits, membership options and events. The work we do for H.O.G. connects a passionate community of almost a million members across the globe.

We initially began creating content for the EMEA region in 2006. From our original brief to create HOG magazine for EMEA members in six different languages, we now create content for social channels across Facebook, Twitter and Instagram, send out newsletters to a 75,000-strong email database, and produce ten magazines in eight languages, digitally and in print, with a total distribution of more than 100,000.
Harley Davidson
We cover H.O.G. rallies with live social reporting that produces a reach of 200,000. We’ve designed and built a H.O.G. image gallery (currently on 20,000 images) as well as a H.O.G. app. We launched an effective brand partnership between H.O.G. and another Dialogue client, Jeep, which sees this iconic brand sponsor the bigger rallies around Europe, again supported by our social marketing strategy.

In 2009 our scope expanded to producing the magazine for Latin America and Canada. However, in late 2015, Dialogue took a quantum leap in becoming the first non-American company ever to produce the iconic US edition of HOG magazine. Supplemented by a beautifully conceived tablet edition, this magazine reaches more than 650,000 members across the US.

Dialogue now produces content for more than 90 per cent of the world’s H.O.G. members, using its extensive experience of working with different cultures, languages and ideologies to produce a comprehensive and compelling content package for the world’s largest factory-sponsored motorcycle group.