About Infinity X1
In 2005, the MR Group began a consumer research study on lighting and portable power. Infinity X1 was born of those key insights, and entered the US Market in late '22 with their Costco partnership. Infinity X1's new patented Hybrid Technology brings in a whole new category, disrupting brands like Duracell.
Challenge
Infinity X1 brand teams were on a tight deadline to launch a complete D2C experience. A full service agency was needed to design and build a new D2C experience in less than 20 days. This included content and connections to ERP inventory data. E-mail, SEO, and paid media experience was also required.
Research & Strategy
To determine what was feasible, Eventige teams gathered all available information on brand, history, positioning expectations, and began quickly to research the competitive landscape to ensure no similarity in positioning would reach the mass market. Infinity X1 required a completely unique look and feel, which also required understanding the psychologies behind how consumers were seeing their safety and lighting needs, and to drive sales through those high-volume SEO queries.
Creative & Production
Once the wireframes and structure were set in place, creative and production teams went fast to work creating the storyline for the website and media. This included ensuring that key messaging around sustainability and multi-benefit products reached the right audience, and in the right way. Specs on power, durability claims, and the creation of the marketing systems that powered all of this, were designed, setup, and launched within 20 days of client onboarding.
Promotion & Retention
To support the Costco entry nationwide, retargeting ads, social videos, and digital media inbound programs were all connected to the new Shopify Plus D2C experience, later expanding into Google optimization, organic and UGC content development, and sweepstakes programs. EMG teams also developed an editorial calendar to support blogging and refined the key messaging based on user data.
Infinity X1 was quite a challenge to pull off in 20 days, but the production and technical teams came together to accomplish absolute magic - and in a timeframe that I honestly thought was going to be very hard to hit.
Peter DeLuce
Team Lead (Shopify Plus), Eventige Media Group
