NEW YORK: Luggage DTC company Away sent social media managers from three other brands, as well as its own, on an outdoor escape — and documented the experience on TikTok.
The four social media managers invited were: Gabrielle Ramirez from Away, Hannah McSorley from Getaway, Lane Rawlings from Shake Shack and Lauren Lauigan from Saie Beauty. The trip consisted of a hike, dinner, campfire and a stay in a Getaway House, which is a tiny home in nature, and — of course — plenty of chances to create content.
Why is it always us with the baggage?♬ Original Mii Channel Theme - VideoGameOST
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@away Join us next time, @Duolingo ♬ Monkeys Spinning Monkeys 60 Second Version - Vipierion
Away’s social media team wanted to bring the ethos of its recently launched collection of outdoor-focused travel bags and accessories, called F.A.R — For All Routes, to life in a fun and unique way, all while capitalizing on trends they were seeing across platforms.
The collection champions getting outside, exploring new environments and tackling whatever may get thrown your way while traveling, an Away spokesperson told PRWeek via email.
“The idea to invite fellow social media managers came pretty naturally, as we wanted to leverage the unique personalities that are increasingly coming from behind the scenes and on to center stage,” the spokesperson said.
Aside from highlighting Away’s F.A.R products, the team aimed to use this campaign to reach new communities through the cross promotion of the trip via the brand feeds of the various attendees.
“Trip content features behind-the-scenes of the escape, playful ways in which each brand persona contributed to the experience and a closer look into how Away’s products perfectly suited the needs of each traveler throughout the experience,” said the Away spokesperson.
Away’s social media team completely ideated and executed this campaign in-house. The first move was tapping into Away’s existing partnership with Getaway — which sells escapes to tiny cabins in the middle of nature — to provide the perfect, secluded housing for the first iteration of its Social Media Manager Escape.
“We primarily focused on two factors when conducting invites for the escape: The first was brand category diversity — we wanted these brands to come from a variety of industry sectors (i.e., beauty, food, hospitality) in order to effectively highlight, play into each brand's specific personality and create a cohesive experience for the group,” said the Away spokesperson.
The spokesperson added that Away wanted to highlight how travel — which may look and feel differently for everyone — can act as a “wonderful way to make meaningful connections.”
Away also looked specifically at brands that had previously shared first-person content from the POV of their social media managers with an active presence and dedicated following on TikTok.
Away built the activation around TikTok and reshared the content on Instagram Reels and Instagram Stories. In addition, each brand attendee also covered the trip across their feeds.
The videos about the escape have garnered over 180,000 views across TikTok and Instagram, secured 115,000 likes and have received over 300 comments from other brands with whom this experience resonated, said Away’s spokesperson
“The program successfully reached new and existing audiences, delivered buzz and hype for our brand and increased awareness of our F.A.R assortment,” the spokesperson added.
Away is now planning a second Social Media Manager Escape that will bring together even more brands in a new and exciting way, said the spokesperson.