Samsonite:
#PushTheLimit
Samsonite was ready to launch its most innovative piece of luggage yet, The Lite Shock, for the Indian traveler.
The brief was to launch it on Social Media and showcase it's 2 key features - Strength & Lightness, while creating a whole lot of social chatter and optimizing budgets.
Overview
Results
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86.3 Mn total impressions
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47.2 Mn total reach
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24.2 Mn total engagement
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... and a whole lot of chatter!
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Product was sold out across India during the campaign period
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Brand YOY sales increased by 6%
Media
Awards
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Best Product Launch Case Study 2018 (Gold) -Lighthouse Insights Digital Marketing Awards
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Best Influencer Case Study 2018 (Gold) -Lighthouse Insights Digital Marketing Awards
The Insight
Brands often go for stale or gimmicky strategies to push product benefits. In the evolving Digital & consumer landscape, the audience is smarter. They crave authenticity and excitement, especially from big-name brands.
What if they were able to push the features of the products - strength & lightness - with no gimmicks... while getting people they trust to showcase these very product benefits, innovatively?
Case Study & Digital Film
The Solution
A first-of-its-kind Influencer Marketing campaign based on the principle of 'authentic content'. A 2-part challenge saw 10 of India's favorite influencers across categories try to Break the Lite Shock (Strength) in any way they could and Move the Lite Shock (Lightness)... without touching it!
