Iris Case Studies Boosting Brand Affinity and Awareness: Samsonite's Innovative IoT Campaign

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	Boosting Brand Affinity and Awareness: Samsonite's Innovative IoT Campaign Iris

Boosting Brand Affinity and Awareness: Samsonite's Innovative IoT Campaign

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Use Cases	Traffic Monitoring Transportation Simulation
Challenge	In 2022, Samsonite, a renowned luggage manufacturer, was faced with the challenge of launching an integrated brand campaign that would not only tell the story of summer travel but also increase brand consideration during the summer travel season, their biggest selling period. The challenge was to connect with an audience that was emerging from a long period of constraints and limitations, eager to maximize their summer with numerous trips and adventures. However, despite their desire to travel, only about half of all Americans were taking full advantage of their Paid Time Off (PTO). Samsonite needed a campaign that would resonate with these insights and encourage people to make the most of their summer. Read More
About Customer	The customer in this case study is Samsonite, a well-known luggage manufacturer and retailer. Samsonite is a global brand with a reputation for quality, durability, and style in the luggage industry. The company offers a wide range of products, including suitcases, backpacks, and travel accessories. Samsonite caters to a broad customer base, from frequent business travelers to holidaymakers. In 2022, the company sought to increase brand consideration and love during the summer travel season, their most significant selling period. They aimed to do this by launching an integrated brand campaign that would resonate with their customers' desire to travel and make the most of their summer. Read More
Solution	To address this challenge, an innovative campaign titled 'Take What’s Yours' was created. The campaign aimed to encourage audiences to make the most of their summer by using every Summer Friday, three-day weekend, and day of PTO to travel and experience the world again. The campaign was positioned to make Samsonite the voice that connected the desire to travel with the underutilization of PTO. A thoughtful conversion-driven strategy was developed, prioritizing video communications across paid, owned, and earned media, primarily within digital and social channels. Numerous video and still image assets were produced, featuring a visual mechanic that perfectly articulated the idea behind the campaign - the out-of-office automated email. Lastly, in collaboration with Samsonite, an out-of-office email generator was built on TikTok to help audiences compose the perfect message for their summer getaways. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Traffic Monitoring

Transportation Simulation

Challenge

In 2022, Samsonite, a renowned luggage manufacturer, was faced with the challenge of launching an integrated brand campaign that would not only tell the story of summer travel but also increase brand consideration during the summer travel season, their biggest selling period. The challenge was to connect with an audience that was emerging from a long period of constraints and limitations, eager to maximize their summer with numerous trips and adventures. However, despite their desire to travel, only about half of all Americans were taking full advantage of their Paid Time Off (PTO). Samsonite needed a campaign that would resonate with these insights and encourage people to make the most of their summer.

About Customer

The customer in this case study is Samsonite, a well-known luggage manufacturer and retailer. Samsonite is a global brand with a reputation for quality, durability, and style in the luggage industry. The company offers a wide range of products, including suitcases, backpacks, and travel accessories. Samsonite caters to a broad customer base, from frequent business travelers to holidaymakers. In 2022, the company sought to increase brand consideration and love during the summer travel season, their most significant selling period. They aimed to do this by launching an integrated brand campaign that would resonate with their customers' desire to travel and make the most of their summer.

Solution

To address this challenge, an innovative campaign titled 'Take What’s Yours' was created. The campaign aimed to encourage audiences to make the most of their summer by using every Summer Friday, three-day weekend, and day of PTO to travel and experience the world again. The campaign was positioned to make Samsonite the voice that connected the desire to travel with the underutilization of PTO. A thoughtful conversion-driven strategy was developed, prioritizing video communications across paid, owned, and earned media, primarily within digital and social channels. Numerous video and still image assets were produced, featuring a visual mechanic that perfectly articulated the idea behind the campaign - the out-of-office automated email. Lastly, in collaboration with Samsonite, an out-of-office email generator was built on TikTok to help audiences compose the perfect message for their summer getaways.

Impact #1	The 'Take What’s Yours' campaign resulted in significant operational benefits for Samsonite. The innovative approach of using an out-of-office email generator on TikTok to engage audiences led to a significant increase in brand awareness and affinity. The campaign's unique positioning and the use of video communications across various channels effectively connected with the audience's desire to travel and their underutilization of PTO. This not only increased brand consideration during the summer travel season but also positioned Samsonite as a brand that understands and caters to its customers' needs and desires. The campaign's success is a testament to the power of innovative, customer-centric strategies in driving brand growth and engagement.

Impact #1

The 'Take What’s Yours' campaign resulted in significant operational benefits for Samsonite. The innovative approach of using an out-of-office email generator on TikTok to engage audiences led to a significant increase in brand awareness and affinity. The campaign's unique positioning and the use of video communications across various channels effectively connected with the audience's desire to travel and their underutilization of PTO. This not only increased brand consideration during the summer travel season but also positioned Samsonite as a brand that understands and caters to its customers' needs and desires. The campaign's success is a testament to the power of innovative, customer-centric strategies in driving brand growth and engagement.

Benefit #1	550K sessions on Samsonite.com, marking the highest website traffic in its history
Benefit #2	97% of site traffic were new users
Benefit #3	17% lift in Brand Affinity with $100k+ HHI

Benefit #1

550K sessions on Samsonite.com, marking the highest website traffic in its history

Benefit #2

97% of site traffic were new users

Benefit #3

17% lift in Brand Affinity with $100k+ HHI

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Overview

Boosting Brand Affinity and Awareness: Samsonite's Innovative IoT Campaign

Operational Impact

Quantitative Benefit