Overview

About BÉIS & the Campaign

BÉIS is a travel and lifestyle brand known for stylish, functional luggage and accessories. Founded by Shay Mitchell, the brand used influencer marketing — particularly travel creators — to connect its products with real journeys, packing routines, airport experiences, and aspirational travel moments.

The luggage market includes established premium labels and lower-cost alternatives, so BÉIS needed to justify its price while making its functional advantages easy to understand, something static product photography alone couldn’t do.

Content Strategy

Multi-Platform Travel Content as the Growth Engine

BÉIS collaborated with creators across TikTok, YouTube, and other platforms, letting products appear naturally within travel vlogs, packing videos, and airport routines rather than isolated advertisements.

“Pack with me” videos
Travel-day vlogs
Suitcase tours
Airport outfit content
Packing hacks
Product comparisons
Strategy Approach

4 Pillars Behind the Content Engine

✈️

Travel Creator Partnerships

BÉIS collaborated with creators across TikTok, YouTube, and other platforms, letting products appear naturally within travel vlogs, packing videos, and destination content.

🎒

Real-Life Product Demonstrations

Creators packed luggage before trips, demonstrated compartments, moved bags through airports, and explained features that solved common travel problems.

🎨

Functionality Combined With Style

Content highlighted organised storage, smooth mobility, and durable construction, appealing to customers who wanted practical gear without compromising personal style.

📡

Always-On, Multi-Platform Visibility

Detailed reviews supported deeper consideration while short-form content drove reach and discovery, with repeat partnerships increasing familiarity over time.

Execution

Turning Journeys Into Product Demonstrations

BÉIS products became part of each creator’s journey instead of appearing as isolated advertisements, embedding the brand within real travel moments audiences already wanted to watch.

1
Select relevant travel creators — across TikTok, YouTube, and other platforms
2
Seed products ahead of real trips — so demonstrations happen naturally, not on a set
3
Capture packing & airport routines — showing compartments, mobility, and durability in use
4
Publish across short- and long-form content — balancing reach with deeper consideration
5
Repeat with proven creators — building familiarity and credibility over time

💡 The insight: Static product photos could show what BÉIS luggage looked like, but only real packing and airport demonstrations could prove capacity, durability, and convenience — the exact things justifying a premium price.

Funnel Impact

How the Content Moves Buyers Through the Funnel

Top of
Funnel

Awareness — Short-Form Discovery

TikTok packing hacks and airport outfit content introduce BÉIS to new audiences through highly shareable, algorithm-friendly formats.

Middle of
Funnel

Consideration — Detailed Reviews

Longer YouTube reviews and suitcase tours let viewers evaluate compartments, durability, and mobility before committing to a purchase.

Bottom of
Funnel

Conversion — Repeat Creator Exposure

Repeated partnerships and consistent visibility across platforms build enough trust that first-time buyers become repeat customers.

Why It Works

The Strategic Advantages of This Approach

📖
Authentic Storytelling

Product promotion felt like useful travel advice rather than a sales pitch, reducing resistance from style-conscious shoppers.

🧭
Context-Based Demonstrations

Showing features in real packing and airport scenarios helped customers understand functional value that photos alone couldn’t convey.

✨
Visual Appeal

Strong aesthetic styling across content strengthened product desirability alongside its practical benefits.

🔁
Long-Term Creator Relationships

Repeated exposure from trusted creators improved recall and made recommendations feel more credible over time.

Measurable Results

The Numbers That Prove the Model Works

$200M
Annual revenue reported in 2023
180%
Year-over-year revenue growth
1,800
Sponsored posts tracked over 12 months
98.4%
Of tracked sponsored content on TikTok
⭐
7.2M Views
One featured creator collaboration alone generated 7.2 million views, with another travel-focused post reaching 2.2 million — showing the reach a single piece of content can achieve.
Key Outcomes

What BÉIS Actually Achieved

  • Positioned BÉIS as a recognisable travel lifestyle brand, not just a luggage seller
  • Justified a premium price point through real, demonstrable product functionality
  • Achieved 180% year-over-year revenue growth alongside $200M in annual revenue
  • Outpaced competitors Away and Monos on monthly sponsored post volume
  • Converted 30% of first-time customers into repeat buyers within 12 months
  • Built a scalable, always-on creator programme averaging 151 posts per month
Conclusion

The Bigger Lesson for Brands

BÉIS turned influencer marketing into a scalable brand-building system by combining authentic product usage, practical demonstrations, attractive travel storytelling, and consistent creator partnerships — helping position the brand as a recognisable travel lifestyle name while supporting measurable growth and loyalty.

The Core Principle: Show, Don’t Just Tell

Photos can’t show how a suitcase moves through a crowded airport or how many outfits fit in a single compartment. BÉIS built its entire creator strategy around demonstrating that functional proof in real travel moments — turning product features into content people actually wanted to watch.