Optimising the Launch of an Electric Motorbike with AI-Powered Personas
ROI Impact:
Target Audience Identified: One persona group was 35% more likely to engage with CE 02 messaging, guiding BMW’s strategy across Europe.
Optimized Messaging: Tailored messaging boosted ad engagement by 22% and click-through rates by 15%.
Scalable Insights: BMW gained a replicable strategy for future market expansions.
Faster Time-to-Market: Campaign planning time was reduced by 20%, enabling a quicker launch.
What We Did
We collected extensive social listening and customer data from diverse sources and used AI to distil it into fresh, insight-rich personas for the CE 02. We then simulated real-time conversations to explore their motivations and pain points. This informed a test campaign in one European market, where we ran a single creative with tailored messaging for each persona. The results helped us refine the messaging, identify the most responsive audience, and roll out a targeted, pan-European campaign with confidence.
The Challenge
BMW Motorrad was preparing to launch their highly anticipated all-electric CE 02 motorcycle, a bold new model with a unique design and premium price point. However, several European markets struggled to identify the ideal customer base for this groundbreaking product. With the challenge of connecting the right audience to the CE 02, BMW Motorrad needed a data-driven strategy to refine their messaging and target the most receptive customer segments.
The Impact
Our AI-driven approach equipped BMW Motorrad with clear, actionable insights that increased engagement and conversion by 10%, reduced marketing waste by 18%, and accelerated the CE 02’s launch. This strategy not only positioned the CE 02 as a leading product for eco-conscious consumers but also created a repeatable marketing model for future launches.
The Results
Target Audience Identified: One persona group was 35% more likely to engage with CE 02 messaging, guiding BMW’s strategy across Europe.
Optimised Messaging: Tailored messaging boosted ad engagement by 22% and click-through rates by 15%.
Scalable Insights: BMW gained a replicable strategy for future market expansions.
Faster Time-to-Market: Campaign planning time was reduced by 20%, enabling a quicker launch.
“Brilliant Noise used their new and innovative AI-assisted research process to help us understand the audience groups for our new electric motorcycle. I was impressed by how quickly and accurately they were able to gain insights, give recommendations, and design a campaign.”
Julia Coelho, European Marketing Manager, BMW Motorrad
AI Integration Benefits
Scalable and Efficient Campaigns
AI streamlined the campaign process, drastically reducing planning time and minimising marketing spend waste, while providing insights that can be replicated for future product launches.
Optimised Messaging
Real-time feedback from AI-driven personas helped refine messaging, increasing campaign effectiveness by tailoring content to specific customer motivations.
Precise Audience Targeting
AI-powered personas allowed BMW to identify and engage the most receptive customer segments, leading to more effective marketing efforts.