1. The Challenge

• Shifting Partnership: Yamaha transitioned its distribution rights in Bangladesh from Karnaphuli Traders to ACI Motors. This shift required a new strategy to expand market reach.

• Limited Digital Presence: At the outset, Yamaha’s digital marketing efforts were minimal, and they needed a stronger online presence to compete effectively.

• Aggressive Growth Goals: ACI Motors wanted to dramatically increase brand awareness, sales, and overall market share for Yamaha in a relatively short time.

2. Research & Insights

• Market Analysis: ACI Motors commissioned Nielsen Bangladesh to identify the best channels for growth. Findings showed that digital marketing would be crucial for Yamaha’s success.

• Target Audience: We focused on young, tech-savvy consumers, as well as existing motorcycle enthusiasts active on social media platforms.

• Competitive Landscape: We analysed competing brands’ online strategies to pinpoint areas where Yamaha could differentiate itself.

3. Our Approach

• Initial Budget & Gradual Scaling:

- Started with a modest AUD 175 per month ad budget in 2022.

- Scaled up incrementally, hitting AUD 13,000 per month by 2023.

- Reached AUD 19,000 per month by 2022 due to consistent, positive ROI.

• Creative & Targeted Campaigns:

- Developed engaging ad creatives that highlighted Yamaha’s performance, style, and reliability.

- Tailored messaging to resonate with different segments (e.g., urban commuters, motorbike enthusiasts, youth riders).

• Multi-Platform Strategy:

- Focused heavily on Facebook, Instagram, and other emerging channels in Bangladesh to capture the largest possible audience.

- Ran seasonal and event-based campaigns to keep engagement high (e.g., special offers, product launches).

• Ongoing Optimisation:

- Monitored ad performance and audience insights daily.

- Adjusted targeting, creatives, and budgets based on real-time data.

- Continually refined messaging to align with consumer feedback and market trends.

4. Key Actions

• Brand Building: Created a consistent brand voice and visual identity across all digital touchpoints, helping Yamaha stand out in a competitive market.

• Lead Generation & Sales Focus: Incorporated calls to action in every campaign to drive enquiries, test rides, and dealership visits.

• Community Engagement: Grew Yamaha’s social media pages into the top motorbike community in Bangladesh, fostering brand loyalty.

5. Results & Impact

• 537% Overall Sales Growth: Compared to 2021, Yamaha’s sales saw a massive increase during our collaboration.

• Dominant Online Presence: Yamaha’s Facebook page became the leading motorcycle page in Bangladesh, significantly boosting brand visibility.

• Successful Budget Scaling: As performance improved, ACI Motors was confident in raising the monthly ad spend—eventually reaching AUD 19,000.

• Sustainable Market Share: By combining brand awareness and targeted lead generation, Yamaha solidified its position as a top choice for motorbike buyers in Bangladesh.