The challenge
Samsonite sells to travellers who buy on feel — a bag has to look right on a real person, in a real airport, on a real trip. Generic influencer output could not carry that. Posts read as paid, engagement sat flat, and nobody could say which creator or which idea had actually moved the brand.
They needed campaigns with a distinct creative point of view, run at pace across markets and product lines, and measured properly enough to defend the spend.
The approach
Creative direction first. Our team built each campaign around a specific travel moment rather than a product list, and cast against it — creators whose audience already engages with that scenario, surfaced in Influence by audience and category rather than follower count.
Expertise built into every brief. Twelve years of retail creator programs went into the direction, the posting requirements and the guardrails, so creators had room to make something good and Samsonite knew what it would get. Then execution: a tech-enabled team ran booking, contracting, gifting, approvals and launch on intelligent workflows, with Track reading engagement and reach per post — so the next brief was shaped by what the last one proved.
“It stopped feeling like we were buying posts. We were running campaigns — with a point of view, on a calendar, with numbers behind them.”
The results
The programs became the brand’s best-performing influencer work on social — real presence with the audiences Samsonite is trying to reach, not just impressions bought.
- →7.1% social engagement rate across the campaign creators, well above the brand’s paid-social benchmark.
- →More than 3M followers reached through creators cast for audience fit rather than follower count.
- →Genuine presence across target audiences travel, style, menswear and commuter segments each addressed with their own creative direction.
- →One team, one workflow creative, contracting, gifting, approvals and reporting run end to end by our agency service.