Overview

ARCH Motorcycle, a high-performance custom motorcycle brand co-founded by Keanu Reeves, partnered with AccessFuel to gain actionable intelligence on their audience, optimize marketing effectiveness, and evaluate event sponsorship ROI. This engagement was part of an initiative led by Fuel Industries to help ARCH scale its marketing with data-driven precision.

Objective

ARCH’s challenge was twofold:

1. Clarify “Who’s in the Room” – uncover hidden audience insights from social and customer data.

2. Evaluate Sponsorship ROI – determine which events truly brought them closer to high-value customers.

AccessFuel was tasked with uncovering personas, analyzing audience behavior, and designing a data-informed sponsorship decision process.

Solution: AccessFuel’s Persona Intelligence & Event ROI Framework

AccessFuel deployed its proprietary Data Analysis and Optimization Report (DAOR), leveraging a multi-pronged methodology across:

• Social listening

• Demographic enrichment

• Psychographic profiling

• Occupation & lifestyle indicators

• Geolocation clustering

We processed audience data from Facebook, Instagram, Twitter, and site interactions, mapping it against real-world business goals and event engagement outcomes.

🧬 Key Personas Identified

AccessFuel revealed four core personas shaping ARCH’s audience:

1. The Uncompromising Executive

   • C-suite / VP in marketing, typically in NYC, LA, or Atlanta

   • Low social media activity

   • High purchasing power

     Use case: Direct sales relationship, 1:1 engagement strategy

2. The Educated Hustler

   • Younger professionals in engineering or finance

   • Highly social; follows brands like Harley & Indian

   • Emerging buyers with aspiration

     Use case: Content & brand affinity nurturing

🔎 Surprising Discovery: Two Personas ARCH Didn't Know They Had

1. The Aspirational Urbanite (Persona 3)

   • Young, West Coast-based, culturally plugged-in

   • Ages 25–34, stylish, progressive

   • May not have purchased yet — but wants to

     Use case: Buzz builder + nurture into ownership

     
     

2. The Experiential Gamer (Persona 4)

   • Multi-language, global audience

   • Loves motorcycles, tech, and #KeanuReeves

   • Many had disposable income and global reach

     Use case: International growth + unconventional buyer pathways

🟢 These two personas were surfaced entirely through data — and shocked the brand. ARCH believed their audience was mostly older executives, yet AccessFuel discovered large clusters of younger enthusiasts who not only aspired to own an ARCH motorcycle but, in many cases, had the financial means to do so.

👉 This insight unlocked new marketing lanes and expanded ARCH’s TAM — giving the brand two high-potential audience segments to activate through digital engagement, influencer strategy, and youth-leaning content. Without this data-driven exploration, they would have completely overlooked these revenue opportunities.

Data Highlights

• Facebook: 75% male, 25% female — unusually high female interest in a male-dominated category

• Top cities: LA, New York, Phoenix, Las Vegas, Chicago

• Peak engagement linked to live events like the Ft. Lauderdale Int’l Boat Show

• Global reach: Substantial international interest with multilingual footprint

  ARCH MOTORCYCLE Audienc…

Event Sponsorship Strategy

AccessFuel created a structured sponsorship evaluation process, including:

• Event ROI Model based on attendee fit and historical success rates

• Sponsorship Submission Portal embedded on the ARCH website

• Pre-qualification Protocols to vet events via attendee data, with priority given to conversion-likely segments

🧩 Impact & Strategic Shift

This foundational work gave ARCH a clear lens into its real audience and aligned their marketing toward both known buyers and newly uncovered high-potential segments. The insights led to a broader, smarter, and more inclusive growth strategy.

Phase 2 Opportunities Identified:

• Lookalike audience expansion

• Influencer and content strategy for younger fans

• Precision targeting at international and aspirational segments

  AccessFuel Statement of…

Client Quote

“AccessFuel helped us see what we couldn’t — who was actually in our audience. Their data-driven approach gave us the confidence to double down on what works and skip what doesn’t.”

– Mike

Summary

AccessFuel helped ARCH Motorcycle transform social data into customer clarity — turning raw signals into structured personas, and laying the groundwork for high-ROI sponsorship strategy. Most importantly, AccessFuel expanded ARCH’s vision of who their customer could be, unlocking new growth paths through personas they didn’t even know existed.