Samsonite — Iconic Explorers

• Concept

  For over a century Samsonite has been a world leader in superior travel bags, luggage, and accessories, but the brand remains eager to capture the attention of young, affluent audiences, from which DTC competitors were rapidly winning both mind and market share. To drive awareness amongst this cohort, we created the Samsonite Iconic Explorers, a campaign that capitalized on Samsonite’s iconic heritage by partnered with influencers and creators to tell authentic travel stories that position the brand as a vehicle for unlocking passion around travel.

  We began with a comprehensive social playbook, sharpening our focus on strategic creator marketing to reach our desired demographics and compete with more social-native competitors. This playbook provided a guiding framework for all content creation, which we coined “high-travel,” emphasizing shareability, alignment with audience passions, and a premium, vintage style featuring iconic landmarks and settings. Then, focusing on “high-travel” content, we built an active, paid creator community that brought audience passions to life  featuring Samsonite products, focusing on long-term relationships to achieve authenticity and consistent content output to regularly feed owned and paid social.

   

• Services

  Creative Strategy
  Creative Direction
  Casting
  Influencer
  PR Strategy
  Media Relations

• Team

  Janine Jahnke
  Max Loewenstein
  Nicholas Scarpinato
  Krystal Bick
  Jarren Barboza
  Lynette Marcus
  Jovel Roystan
  Pia Baroncini

• Discipline

  Advocacy
  Community
  Fashion
  Lifestyle