Away, the popular luggage brand, has mastered the art of engaging its customer base and encouraging frequent website visits with an innovative approach: weekly color drops.
The Strategy
Each week, Away introduces a new color option for their range of suitcases, promoting these updates heavily on social media platforms like Instagram. This consistent introduction of fresh, vibrant colors not only piques the interest of potential customers but also keeps the brand at the forefront of their minds.
Execution on Social Media
Away teases upcoming colors with attractive posts on Instagram, creating anticipation and excitement among their followers. When these followers click through to Away's website, they are greeted with a dedicated collection page showcasing the newly released color, such as the striking Tango Red. This strategy is not only effective in driving traffic but also enhances user engagement with the brand.
Marketing Message
Away’s marketing message emphasizes the personalization of style and color, appealing directly to the sensibilities of modern travelers. They promote their expanding color palette with the tagline, “Designed for the travelers of today and tomorrow,” which resonates well with their target audience.
SEO and Conversion Strategy
Regular updates to the website with new and exciting content are beneficial for SEO, helping to boost Away's rankings in organic search results. Additionally, Away enhances the incentive to purchase by offering free personalization for luggage in the new colors. Customers can use a promo code related to the specific new color for this personalization, which not only drives sales but also helps Away track the popularity of each color.
Why It Works
- Creates Excitement: Regularly announcing new features and products keeps the audience engaged and encourages repeated visits to the site.
- Seasonal Timing: Launching new colors during the travel-heavy summer months capitalizes on consumer interest in travel, increasing the visibility of Away's products in search engine results pages (SERPs).
- Value of Personalization: Offering personalization at no additional cost enhances the appeal of Away’s products, distinguishing them from competitors and driving higher conversion rates.
Away’s strategy of weekly color drops combined with effective social media teasing and SEO-friendly tactics exemplifies a dynamic approach to digital marketing. By continually refreshing their offerings and providing personalized incentives, Away successfully maintains high customer engagement and boosts their online presence.
