For the very first CFMOTO Day Benelux, I was responsible for the full digital marketing and media trajectory of the event. From the graphic posters to meta ads, social media promotion, shooting, editing and the last published recap article.
My roles
- Designing graphic posters and promotional visuals
- Setting up Meta Ads & social media campaigns leading up to the event
- Developing a media plan for content before, during, and after the day
- Capturing the full experience through photo & video production on-site
- Editing the photos, videos and aftermovie for publication
- Writing and optimizing a SEO-article to increase brand awareness and highlight CFMOTO’s strong growth in the Benelux.
Strategy
The event was completely free for CFMOTO owners, showing that a Chinese motorcycle brand could not only be present at Spa-Francorchamps but make history on one of the most iconic circuits in the world. Everything in the marketing plan revolved around amplifying this statement.
At the same time, the initiative aligned with CFMOTO’s global brand strategy: creating unique experiences that bring riders together. Marketing outcomes were important, but the ultimate goal was simple, to put smiles on people’s faces. After all, genuine experiences and community building are the strongest marketing tools a brand can have.
Creative Assets
Graphic Posters: Designed to communicate CFMOTO’s presence and ambition. Using the brand’s signature CFMOTO Blue and Pink which pays homage to its CFMOTO racing Team and includes energetic racing elements, the silhouette of Spa-Francorchamps, and a CFMOTO Sport model motorcycle. The design reflects both racing heritage and CFMOTO’s determination to make its mark on the motorcycle industry.
Animated Campaign Assets: To elevate the posters for Meta ads and social content, I created animated versions with: A glowing CFMOTO Blue line tracing the track’s silhouette symbolising hundreds of CFMOTO-riders on the circuit, a dynamic racing flag for adrenaline & movement and finally, an animated CTA button to maximize conversions.
Paid + Organic Campaigns
Meta Ads: Targeting went beyond CFMOTO owners, it was intentionally aimed at a wider motorcycle audience. The objective wasn’t only event attendance, but to increase brand awareness and highlight CFMOTO’s growing presence in the Benelux.
Motorcycle enthusiasts outside of CFMOTO’s community also appreciated the brand’s effort to create such a unique experience for its customers, acknowledging that CFMOTO had raised the standard for what a motorcycle brand should offer.
Social Media Teasers: Short, energetic countdown posts rolled out before the event, designed to build hype and push registrations.
Information + Communication
Besides marketing and media production, I also created some practical communication materials to ensure participants had the information they needed in a clear and engaging way. It included:
- Custom Email Campaign: Designed and sent to registered participants with all key event details.
- Information Posts (Dutch & French): A dedicated set of bilingual graphics covering: 3D Event map, Full schedule, Practical guidelines, Extra clarifications to reduce confusion on the event day
The goal was not only to deliver information, but to do so in a way that matched the CFMOTO brand identity, visually engaging, easy to read, and accessible for both Dutch- and French-speaking audiences in the Benelux.
By preparing these materials in advance, we reduced friction for participants, built trust in the brand’s professionalism, and improved the overall event experience.
Media Plan + Execution
On the event day itself, we worked as a 2-person media team:
I handled the majority of photo & video content creation. My partner supported with second angles, interviews, and media sorting.
We also made sure the limited time stories across platforms were being posted consistently throughout the day to stimulate User Generated Content and create an incredible archive of how CFMOTO-riders experienced this event first hand - hopefully also showcasing a more authentic and "live" side of the event and possibly creating FOMO for the next edition.
I also created custom CFMOTO Day story templates and an animated CFMOTO-Spa Sticker before the event to stimulate UGC.
Efficiency was key, I edited and posted content immediately during and after the event to maintain maximum relevancy and engagement, ensuring daily output across platforms.
Fortunately, some of the event-day footage could be repurposed into fresh video concepts, which also performed well across platforms. This approach allowed us to extend the campaign’s impact and generate additional content beyond the original plan.
https://www.instagram.com/p/DNanhzeNnE5/
Photos
SEO + Long-Term Reach
Finally, I wrote and published an SEO-optimized event recap article. Beyond summarizing the event, it included:
A curated photo gallery where attendees could spot themselves (stimulating UGC and shares)!
A narrative reinforcing the statement CFMOTO made at Spa-Francorchamps.
This approach ensured that the campaign lived beyond the event, climbing search rankings and continuing to build brand visibility.
This approach ensured that the campaign lived beyond the event, climbing search rankings and continuing to build brand visibility.
Reflection
The combination of fun marketing execution and authentic rider experiences made this first edition a success both online and on the ground. By capturing and amplifying the joy of the community, the project didn’t just market CFMOTO, it strengthened the brand’s identity as a rider-focused, community-driven company.