2020 · CES launch and preorders
Damon Motorcycles
Damon revealed the Hypersport at CES 2020. Hanzo ran the reveal, the four days of the show and the month after it, and the platform sold $8.4M of motorcycles in 30 days on $15,532 of ad spend.
$8.4M
in bikes sold in 30 days
541:1
return on ad spend
60,384
people reached before launch, on $329
+3,752%
YouTube subscribers
The platform’s own report
The campaign as Hanzo reported it after the first month: reach, spend, bikes presold and sold, and engagement by channel.
How it went
01
Before CES
The reveal was promoted as an event and through awareness campaigns that introduced the brand, building an audience to sell to at the show. The pre-launch campaign reached 60,384 people on $329. Every AI-written ad set rated Above Average on Facebook within 36 hours of the first campaign.
02
The reveal
The Damon team broadcast live for 15 minutes from the CES floor ahead of the Hypersport reveal. Hanzo pushed event ads to 2,663 people within 15 miles of the convention floor, for eight hours. The booth was standing room only on every side.
03
Four days of CES
Five audiences were built from Hanzo's customer data and rebuilt every 12 hours, so ads never waited on Facebook's approval queue. A Founders' lookalike built from Damon's own investors sold out the Founder's Edition during the show, the last bike in its final minute, at the campaign's lowest cost per sale: $15.67 to sell a $40,000 motorcycle. Web traffic rose 36,554%, converting to about 20 bikes a day.
04
The weekend after
Ads were retargeted the night CES ended, and new visuals rolled out through the week. $1,335 of spend sold 30+ bikes, the best conversion of the campaign.
05
Weeks two to four
Once the bikes were proven real and the specs published, real photos outsold renderings 7 to 1. Buyers kept qualifying as value shoppers, so the three value propositions stayed on every page through checkout. By week four the AI had found the audiences that bought: business professionals (158 bikes), extreme car enthusiasts (152), homeowners (142), heavy media consumers (138), Latin music lovers (Spanish-language visitors converted at 4%) and used car shoppers (102).
06
The month
Sales from Hanzo's targeting ran 4 to 1 against every other advertising effort, and spend moved to follow. Retargeting converted abandoned checkouts. In its first month Damon took 2% of the US highway-ready motorcycle market and, on 2019 Super Sport figures, 11% of new unit sales.
From the campaign
“Hanzo has transformed our approach to electric motorcycle development. Their platform gives us the tools to innovate at a pace that would be impossible with traditional infrastructure.”
Jay Giraud
Founder & CEO at Damon Motorcycles