Audrey LOPEZ
Marketing & Communication Director
Brand management
Marketing and communication expert
Media speccialist
Digital Marketing
Team player
Sherbrooke Canada (Québec)
Professional Status
Employed
Just looking around
About Me
I am actually searching for new projects and challenges.
I have always been guided by my will to acquire new skills. This is the mirror of the diversity of my various professional experiments.
I worked for specific sectors as the video games industry, the new technologies, the automotive and motorsports industries.
I am dynamic, honest, adaptable, ambitious and pragmatic, with a great sense of human relations.
For any request, do not hesitate to contact me!
I have always been guided by my will to acquire new skills. This is the mirror of the diversity of my various professional experiments.
I worked for specific sectors as the video games industry, the new technologies, the automotive and motorsports industries.
I am dynamic, honest, adaptable, ambitious and pragmatic, with a great sense of human relations.
For any request, do not hesitate to contact me!
Global Marketing Media Lead Can-Am On-Road / Brand specialist Cam-Am On-Road
BRP
2017
to April 2020
- Management and optimization of the brand strategies, media plan aligned with the consumer journey and sales / retail – revenue managed: 19M$, forecasts
- KPIs implementation, audiences, targets, analyses, reporting, forecasts, demand generation tools, ads management
- Project management of cross-group projects (multi-brands), global process optimization (worldwide)
- Management reporting, optimization of reporting tools such as Datorama, Power Bi, creation of dashboards
- Facebook / Instagram (Business Manager) / YouTube, SEM, SEO, display, video, TV (tradi., addressable), OOH, CPC
- Data analyst, KPIs follow-ups, ads optimizations and creation of a sentiment score for social paid strategies (GA)
- Excellent results for the 2019 Ryker campaigns: YouTube link: 2B impressions, 40% of new entrants, 62K app installs
Company Description
2019 - 2020 Can-Am Ryker Marketing Campaign
Challenges and Goals:
Since the glory days of motorcycle riding, the category has been in a state of a 10-year decline. In 2019, Bombardier Recreational Product’s Can-Am was set to launch a revolutionary new 3-wheel motorcycle that it hoped would reignite interest in the category and bring in a new breed of younger riders. The problem was this target saw 3-wheelers as old and undesirable.
The brand needed to showcase the Can-Am Ryker as a new way to ride for urban thrill-seekers and position the Ryker as a status symbol that spoke to this target’s sense of individuality.
Insights and Strategy:
BRP knew it was after a fun-loving, thrill-seeking group of individuals, but they are not a homogenous group. They are younger and more diverse. And for them, the open road represents a place to have fun and express who they are.
To connect with the individualistic spirit of these riders, the team landed on the galvanizing idea of “Ride Like No Other,” and set out to orchestrate a launch unlike any the category had ever seen.
Execution:
BRP kicked off the program with an exclusive social partnership with Migos, the most trendsetting rap group in the world. Through social pushes, PR initiatives, and exclusive licensing of a track, Migos helped the brand announce Ryker to its trendsetting audience in a way no traditional advertising could.
This partnership led to invaluable unpaid product placements, including a starring role in Cardi B and Offset’s hit music video “Clout,” being featured in Maluma’s music video “HP,” and being a part of Cardi B’s summer tour stage show.
All of this amounted to 285+ million earned impressions, almost exclusively in entertainment channels that have never before covered a powersports launch. An influencer program with over a dozen hand-picked social lifestyle influencers from across North America helped demystify the idea of a 3-wheel vehicle among the brand’s target and showed how they “Ride Like No Other.”
For the first time it showed 3-wheel motorcycles in an aspirational light. All of these initiatives were supported with a full 360 paid campaign featuring OOH, digital, social, and a TV
spot which featured a track from Migos themselves. All together, the program has helped to launch Ryker in a way never before seen for a Can-Am product, and it has pivoted the conversation around what it means to ride 3-wheel.
Results
There was a 110% increase in Can-Am On-Road NA sales (vs. 2018, as of July 31) and a 6% increase in Ryker NA sales (vs. target, as of July 31). Thus far, Ryker, through tactical partnerships and cultural alignments, has been beyond successful in achieving its goal of sending shockwaves throughout culture, and is beginning to change perceptions of the entire 3-wheel category.
Challenges and Goals:
Since the glory days of motorcycle riding, the category has been in a state of a 10-year decline. In 2019, Bombardier Recreational Product’s Can-Am was set to launch a revolutionary new 3-wheel motorcycle that it hoped would reignite interest in the category and bring in a new breed of younger riders. The problem was this target saw 3-wheelers as old and undesirable.
The brand needed to showcase the Can-Am Ryker as a new way to ride for urban thrill-seekers and position the Ryker as a status symbol that spoke to this target’s sense of individuality.
Insights and Strategy:
BRP knew it was after a fun-loving, thrill-seeking group of individuals, but they are not a homogenous group. They are younger and more diverse. And for them, the open road represents a place to have fun and express who they are.
To connect with the individualistic spirit of these riders, the team landed on the galvanizing idea of “Ride Like No Other,” and set out to orchestrate a launch unlike any the category had ever seen.
Execution:
BRP kicked off the program with an exclusive social partnership with Migos, the most trendsetting rap group in the world. Through social pushes, PR initiatives, and exclusive licensing of a track, Migos helped the brand announce Ryker to its trendsetting audience in a way no traditional advertising could.
This partnership led to invaluable unpaid product placements, including a starring role in Cardi B and Offset’s hit music video “Clout,” being featured in Maluma’s music video “HP,” and being a part of Cardi B’s summer tour stage show.
All of this amounted to 285+ million earned impressions, almost exclusively in entertainment channels that have never before covered a powersports launch. An influencer program with over a dozen hand-picked social lifestyle influencers from across North America helped demystify the idea of a 3-wheel vehicle among the brand’s target and showed how they “Ride Like No Other.”
For the first time it showed 3-wheel motorcycles in an aspirational light. All of these initiatives were supported with a full 360 paid campaign featuring OOH, digital, social, and a TV
spot which featured a track from Migos themselves. All together, the program has helped to launch Ryker in a way never before seen for a Can-Am product, and it has pivoted the conversation around what it means to ride 3-wheel.
Results
There was a 110% increase in Can-Am On-Road NA sales (vs. 2018, as of July 31) and a 6% increase in Ryker NA sales (vs. target, as of July 31). Thus far, Ryker, through tactical partnerships and cultural alignments, has been beyond successful in achieving its goal of sending shockwaves throughout culture, and is beginning to change perceptions of the entire 3-wheel category.