Yamaha doubles email open rates with integrated Spotify playlist
The creative approach won a 2021 Gold MarCom Award for Integrated Marketing Campaign.
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Yamaha Power Assist Bicycle invented the world’s first electrically power assisted bicycle (PAS) in 1993. Since then, Yamaha has been constantly innovating to deliver the easiest-to-use power assist systems. Today, Yamaha is recognized as a pioneering leader in ebikes with over 2 million bicycles and 4 million drive units created to empower customers.
The Yamaha Bikes team was seeking new and creative ways to engage their customers and maximize the email marketing channel.
Whereoware worked with Yamaha Bikes to create a strategic integrated campaign for March Mental Health Awareness Month to increase email engagement and promote positive mental health.
Whereoware used data-centered, demographic profiles to create a 20-song Spring Cycling Spotify Playlist to integrate with the Strata fitness app.
This campaign demonstrates how to integrate content, media, and digital channels to drive lifestyle engagement, brand loyalty, and marketing performance, ultimately resulting in the highest performing large email send for Yamaha Bikes.
- Highest performing large email send
- More than Doubled Open Rates
- Email Clickthrough rate increased by 32%