A deep-dive case study on how Away built a $10M luggage brand in its first year through PR, partnerships, influencers, and brand marketing instead of pure performance ads. Lessons for founders and growth leaders on building demand, identity, and long-term brand equity.
This nails why performance marketing alone fails in commoditized markets. The packyourbag.co hack was brilliant, turning a suitcase into a lifestyle container. What really stands out is weaponizing editor incentives by driving traffic to their articles, creating editorial dependency for future free coverage. I tried something similiar with a local outlet last year and the second placement was way easier. Surprising they didnt track influencer ROI, seems risky but the brand halo probly justified it.
Thank you so much for sharing these takeaways. They preferred not to spoil the authenticity of influencers posts with a voucher code just to track the ROI. They were so successful that they didn't need to do that.
This nails why performance marketing alone fails in commoditized markets. The packyourbag.co hack was brilliant, turning a suitcase into a lifestyle container. What really stands out is weaponizing editor incentives by driving traffic to their articles, creating editorial dependency for future free coverage. I tried something similiar with a local outlet last year and the second placement was way easier. Surprising they didnt track influencer ROI, seems risky but the brand halo probly justified it.
Thank you so much for sharing these takeaways. They preferred not to spoil the authenticity of influencers posts with a voucher code just to track the ROI. They were so successful that they didn't need to do that.
Amazing read, Enrico! I learned a lot from this. Thanks for sharing 🙌