How do you bring fresh blood to Harley-Davidson without alienating the grizzly core that's defined the brand for decades? Try this as a modern act of rebellion: defy the stereotype of a Harley rider. This social effort, "United by Independents," caught on with almost zero paid media. Instagram was new at the time, and we made Harley an early adopter. Among other things, it replaced the crappy images from its previous community effort with material we could actually use—on the website, in advertising and at the Harley-Davidson Museum.