Enormous reinvents influencer marketing with its Samsonite 'tests' campaign
Samsonite, the premium luggage brand, recently launched an influencer-led campaign with Enormous. The creative agency Enormous teamed up with seven top influencers from different categories, including actor and model Manushi Chillar, drummer Sivamani, and Bruised Passport influencer couple Savi Munjal and Vidit Taneja. The goal was to create engaging content that resonates with Samsonite's well-travelled premium audience.
Influencer campaigns typically focus on the reach of influencers, their engagement with audiences and a superficial fit with the brand. This campaign instead looked at the fit with the narrative. The influencers were chosen not on their reach but on how well they could propagate and fit the brand narrative.
What made this campaign stand out was the focus on relatability, aesthetics, and impact. Instead of using influencers as mere media channels, the creative agency made sure that their content was relatable, visually appealing, and impactful. This strategy paid off, with the influencer leg of the campaign achieving an engagement rate of 63.7% (a staggering 148 million impressionsand 48 million views) and driving close to a million visits to the Samsonite website.
The campaign's message was about overcoming adversity with confidence and valour, tying it with the insight of the various tests that Samsonite bags go through before reaching the market. The idea was to communicate the six different demo tests through seven different influencers, creating a common ground with individuals who have faced various challenges in life.
By tapping into the various affinity and passion points of their audience, Samsonite and Enormous were able to create a campaign that was both relatable and impactful. The success of this campaign shows that when brands focus on creating engaging content that resonates with their audience, they can achieve incredible results.
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