The strategy
“Upper-funnel investment can feel risky in a performance-led environment, particularly when strict ROAS targets dominate decision-making.
We took clear strategic ownership — grounding the recommendation in first-party data and commercial logic. Rather than competing through heavier discounting or inflated bids, we competed through creative ambition and structured full-funnel execution.” Dan Waller, Strategy Lead
Moving Beyond “In-Market” Thinking
Motorcycle apparel is not an impulse purchase. Consideration cycles are longer and buying behaviour is deeply rooted in culture and lifestyle.
Rather than targeting only short-term “ready to buy” signals, we built a data-led full-funnel strategy grounded in:
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Over a decade of account insight
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GA4 behavioural analysis
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In-platform audience signals
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First-party customer data
We focused on behavioural intent tied to:
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Motorcycle culture
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Brand affinity
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Competitor engagement
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Riding lifestyle interests
This allowed us to balance acquisition and re-engagement without sacrificing efficiency.
The Creative Shift
Historically, Infinity’s paid media had been product-led and conversion-focused. This campaign marked a shift.
Working closely with Infinity’s in-house videographers, we repositioned the brand around an aspirational summer riding narrative – presenting Infinity as a lifestyle, not just a retailer.
Creative centred on two distinct storylines:
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Commuter riding – everyday performance and practicality
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Off-road adventure – freedom, exploration and community
For the first time, Infinity invested meaningfully in aspirational video-led paid media.
Creative consistency was maintained across platforms and formats, ensuring a coherent narrative from awareness through to conversion.
Performance wasn’t sacrificed for storytelling; tROAS bidding protected efficiency, while impression share strategies supported reach and visibility higher up the funnel.
