Campaign: Take What's Yours
Agency Partners: Iris Worldwide (creative); M&C Saatchi Sport and Entertainment North America (public relations); Famous After Death (video production).
Duration: June 21 — August 29, 2022
In 2018, Americans left 768 million days of paid time off unused, according to the U.S. Travel Association.
In response to that news, luggage manufacturer Samsonite launched a campaign encouraging people to “take what’s yours” and use paid vacation days during the summer.
“Like any good campaign, we really wanted to make sure that we started with a relevant consumer insight, and we were really inspired by this idea [about the] importance of PTO and mental health,” said Nicole Adriance, Samsonite senior director of brand marketing.The Samsonite team and its creative partners thought this would be a good fit for the brand because “as a travel company, we really believe in the importance of learning through travel,” Adriance said. “Our idea with this campaign was really to shift the always-on mentality around the work and hustle culture and really inspire our audience to take the time to travel, to have new experiences and explore new places.”
To promote the campaign, the brand worked with Famous After Death to produce videos that they paid to run on YouTube, Instagram, Facebook and connected TV.
The 30-second “manifesto video” shows people preparing to travel and then vacationing, with Samsonite luggage subtly mixed in throughout the spot.
“Paid time off is not a gift and shouldn’t be an afterthought,” a narrator says in the video. “It’s yours for the taking. Set your status to ‘do not disturb,’ and let your out-of-office message do what it does best. Leave the schedule behind. Unplug and reconnect. Turn new experiences into lifelong memories. Seize every day, every long weekend. This summer, take what’s yours.”
Adriance described the video as “almost a letter from Samsonite.”
In addition to the central video, the campaign also features three character videos. In one, a couple goes on a road trip. In another, a young woman heads into the woods to disconnect. And in the third, a young man migrates to the beach.
The videos tell the stories via the characters’ out of office messages. The messages are read by the characters and appear as text on screen.
“We wanted to have these three different character videos just to show the different ways in which people take PTO to reset and recharge,” Adriance said. “And then what I really love about the character videos is the graphic treatment.”
The company also hired influencers to promote the campaign. TikTok user @CorporateNatalie, who has more than 430,000 followers on the platform, shared a video in which she reminds her boss and colleagues that she is taking time off.
@corporatenatalie It appears the team is struggling to allow me to unplug. Take what's yours this summer and set that OOO, log off and enjoy your PTO with @samsoniteusa #samsonitepartner #takewhatsyours #corporate #pto ♬ original sound - CorporateNatalie
“Jack, is everything O.K.? I am just getting in my Uber. Why did I just get a one-on-one on my calendar?” Natalie says in the video as she stands on the sidewalk with her Samsonite suitcase.
Adriance said the video “rounded out the campaign in a really fun way.”
In addition to the content, the brand partnered with Minaa B., a mental health consultant whose given name is Jessmina Archbold, to create a Road to PTO quiz in which participants could find out how urgently they needed time off.
The company also hired The Harris Poll, a market research firm, to conduct an online survey in June of more than 800 U.S. adults in which they asked how they felt about their jobs and whether they used their annual vacation days.
Two-thirds of respondents said they urgently needed a vacation, but 72% said they had used less than half of their annual vacation days.
With the quiz, “we wanted to show and inspire people to see that you really do need to take a vacation,” Adriance said.
- The campaign videos received more than 3.4 million views on YouTube.
- Corporate Natalie’s video received more than 66,000 views on TikTok.
- Samsonite gained more 35,000 new followers on TikTok during the campaign, according to the brand.
- The company also saw a 97% increase in new users visit shop.samsonite.com and produced a 78% lift in branded searches.
This story first appeared on PRWeek U.S.