Triumph Motorcycles
Creator Partnerships That Perform
Overview
Putting trusted voices behind paid performance
Motorcycling is built on passion, expertise and community. JAA partnered Triumph with creators TheBritishMotorbiker and Oli Tennent, combining authentic content with Meta’s targeting and optimisation – bringing creator credibility and paid performance together.
The Problem
How do you make paid social feel less like advertising?
Triumph already had an established paid social presence. The opportunity was to add voices audiences actively chose to follow – bringing its motorcycles to life through content that felt at home in their feeds rather than interrupting them.
The Trait
Give the bike to people who know what to do with it
TheBritishMotorbiker brought a rider-led perspective, while Oli Tennent featured the Bonneville T120 through his distinctive automotive and photography content. Each creator stayed true to their own style rather than following the same brand template.
The Strategy
Creator credibility. Paid-media scale.
Instead of treating influencer and paid media separately, we brought them together. Creator content ran across Triumph’s organic and paid activity and the creators’ own channels – combining trusted voices with the scale and precision of paid media.
The Tactics
Make it authentic. Then make it travel.
Content was designed to feel native to each creator rather than like conventional advertising. JAA then amplified the assets through Meta, taking authentic storytelling beyond existing followers through paid targeting and optimisation.
The Results
Authenticity made performance more efficient
Creator content did more than generate engagement. Integrated with paid media, it became a performance tool – delivering greater efficiency across the funnel.
19%
69%
41%
