Motorcycles, Video Games, and Poetry: How One Campaign Smashed Stereotypes Using Social Listening

Can a motorcycle campaign speak to gamers, poets, and women riders all at once? Sounds impossible… until the data tells a different story.

That’s exactly what Peter Jordan, an ad agency in Guatemala, discovered while working on a campaign for Suzuki Guatemala. With the help of YouScan, they turned stereotypes into surprising insights that revealed what their audience actually cared about.

YouScan is one of our top partners. Beyond listening and understanding what people are talking about, it’s a strategic tool that helps us deeply understand our audiences—way beyond just demographics, says Juliana Peraza, Head of Data & Strategy at Peter Jordan.

The challenge: beyond the “typical” biker

Peter Jordan had a clear goal: help Suzuki Guatemala connect authentically with the local motorcycle community. They already knew the basics—motorcycle passion, sense of community, safety concerns, and low female representation in conversations.

But one question kept buzzing around:

How do we go beyond the cliché of the rugged, speed-loving dude on two wheels?

Spoiler: the insights were already out there… they just needed to know where to look.

The discovery: gamers on wheels and poetry on two tires

Using Audience Insights, the team uncovered unexpected subcommunities in the motorcycle world: people passionate about painting, reading, and poetry. 🎨📚

But the real twist? A surprising overlap between motorcyclists and gamers.

Turns out, a significant portion of bikers also identified as gamers—lining up perfectly with the brand’s global strategy to “support people around the world who embrace challenges and share the joy of gaming through collaborations like Street Fighter,” as seen in markets like Japan.

YouScan is a super intuitive and powerful social listening tool. Its new Social Audiences feature makes it way easier to uncover deep, meaningful audience insights, adds Giancarlo Guirola, Jr. Research & Insight at Peter Jordan.

Context is everything: enter Social Search

But just how big is Street Fighter in the region? Using Social Search, the team analyzed interest in the game across several countries—and confirmed Guatemala had strong engagement within Central America.

Boom. A clear opportunity: bring together two passions—motorcycles and gaming—to create a bold, original brand story. One that doubled down on the brand’s purpose:

“supporting people around the world who embrace challenges and share the joy of gaming.” 🎮🏍️

The result: insights that fired up the creative team

With all the data in place, the creative team got a dashboard that totally blew their minds. They ditched the old-school stereotypes and went all-in on emotionally connecting with new audience segments.

The takeaway

This case proves the best insights don’t always come from where you’d expect. Sometimes they’re in poetry, video games… or hanging out in a YouScan dashboard. 😉

When brands actually listen to their audiences, they don’t just sell better—they connect, represent, and surprise. 🚀