ClickZ Travel Newsletter - 08.22.2024

PLUS: Tiktok emerges as travel planner for GenZ, Bis launches 'airport dad' campaign

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ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Samsonite's latest campaign ingeniously showcases its Aero-Trac Whirl suspension wheel system by featuring a pet fish hitching a ride on a suitcase. This creative spot, crafted by Blak Labs, highlights the advanced technology designed to minimize rolling vibration and noise, ensuring a smoother journey. The video captures a traveler navigating bumpy roads with his pet fish, demonstrating the suitcase's stability and maneuverability. The fishbowl remains steady, even as a cyclist spills groceries nearby, underscoring the product's effectiveness.

Hazlina Dayangku, assistant director of marketing and brand strategy at Samsonite Singapore, emphasized the campaign's blend of wit and intelligence, celebrating the brand's commitment to innovation and customer satisfaction. Douglas Goh, head of creative Asia at Samsonite, noted that the fishbowl metaphor effectively illustrates the suspension wheels' smooth and silent nature. The campaign's charm lies in its ability to deliver a captivating message within the short attention span of viewers.

This campaign follows a trend of using animals in marketing to create memorable and engaging narratives. For instance, Income Insurance recently used a cat to symbolize the flexibility of its investment products. Such creative approaches not only highlight product features but also resonate emotionally with audiences, making the campaigns more impactful.

Samsonite's innovative campaign is a testament to the brand's dedication to enhancing the travel experience through cutting-edge technology. By combining humor, creativity, and technical prowess, the campaign successfully captures the audience's attention and underscores the brand's leadership in the luggage industry.

Luggage brand Bis collaborated with TikTok creator GirlBossTown for a Father's Day campaign, leveraging her viral marketing pitch. This innovative approach aims to enhance the "airport dad" image, showcasing Bis's commitment to influencer-driven strategies and creative marketing. The campaign exemplifies Bis's forward-thinking and dynamic marketing tactics.

Industry Appetisers 🥨

TikTok is revolutionizing travel planning, especially for Gen Z, by offering personalized, visual-focused recommendations and itineraries. With 71% of European users booking holidays based on TikTok content, the platform's short-form videos and authentic storytelling are making it a go-to resource for travel inspiration and planning.

Performance Platters 🍽️

Fospha's TikTok Playbook highlights the platform's explosive growth and its power for eCommerce, especially during peak shopping periods. With brands allocating an average of 10% of their marketing budgets to TikTok, the platform has shown exceptional return on ad spend (ROAS) during high-traffic times.

The playbook emphasizes the importance of a full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which helps brands sustain momentum beyond peak periods. TikTok's ability to attract new customers makes it ideal for product discovery, with a significant percentage of purchases coming from first-time buyers.

Creative optimization is crucial on TikTok, with the need for platform-native, trend-driven content that resonates with the audience and stands out during fierce competition for attention in peak seasons.

As brands prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that leverages the platform's unique ecosystem to maximize both short-term sales and long-term brand engagement?

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

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