Influencer marketing has officially gone from a “nice-to-have” to a “must-have” for travel gear and accessory brands. In fact, 35% of global consumers now turn to social media for travel inspiration—yes, even more than your trusty old travel agent. It's no wonder brands are hopping on board, hoping to capitalize on the authentic engagement that influencers bring.
From sustainable travel gear to luxury luggage, brands are shifting their strategies to focus on long-term influencer partnerships that offer deeper storytelling and lasting connections.
Think less one-off posts and more of that cozy, long-term relationship vibe. The shift towards micro-influencers is also real—these small but mighty creators are driving incredible engagement with niche audiences, and they're not going anywhere anytime soon.
Case in point: Horizn Studios' "Wheels Up" campaign. Curious how they pulled it off? Read on to explore how the campaign went down and discover the campaigns that are revolutionizing the travel gear industry!
- 1. Wheels Up: How Horizn Studios’ Influencer Strategy Took Off
- 2. Making Waves: Ortlieb’s Dive into the Outdoor World
- 3. Travelon’s Influencer Takeoff: From Clicks to Conversions
- 4. Jackery Powers Up with Influencer Magic: A Campaign That’s Plugged In and Going Strong
- 5. Duluth Trading Co. Gets Down to the “Bare” Essentials: How Influencer Marketing Dressed Up Brand Awareness
- 6. AOV Eyewear: Seeing the World Through Stylish, Sustainable Lenses
- Future-Proofing Your Brand with Strategic Influencer Collaborations
- Frequently Asked Questions
1. Wheels Up: How Horizn Studios’ Influencer Strategy Took Off
When it comes to travel gear, Horizn Studios is no stranger to the jet-set crowd. The brand has nailed the art of contemporary, sustainable luggage with a dash of luxury that’s practically begging to be Instagrammed. But how do you elevate your brand to ‘cult status’ in the crowded travel accessory space? Well, when you’re Horizn Studios, you turn to a global influencer strategy that’s as sleek as their vegan leather backpacks.
The brand’s latest influencer campaign was a masterclass in balancing broad reach with exclusive positioning. The goal was simple: drive brand awareness across multiple international markets—think the UK, Germany, France, and the US—while cultivating an aspirational, community-driven narrative. But here’s the kicker: they didn’t just want any content; they wanted sleek, on-brand visuals that would seamlessly integrate into their paid and owned media.
So, how’d they pull it off?
The Strategy: A Global, Multifaceted Approach
Horizn Studios didn’t settle for just one influencer type. No, they cast a wide net, tapping into paid ambassadors, mid-tier creators, and micro-influencers across Instagram and TikTok—because who said you can’t have the best of all worlds?
Paid ambassadors brought high-impact storytelling to key dates, while mid-tier influencers widened the net with organic reach. Meanwhile, micro-influencers worked their magic by connecting with close-knit, trendsetting communities, proving once again that sometimes, the smaller the audience, the bigger the impact.
The influencer strategy was as meticulous as packing for a week-long European tour. From “What’s in My Bag?” videos to personalized backpacks that made you feel like you were stepping into a stylish, eco-conscious dream, the content was both engaging and highly shareable.
The Numbers: Ready for Takeoff
And now, for the numbers that truly make this campaign soar:
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3.4 million reach
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36 million total following
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241 pieces of content
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250,000+ engagements
If that doesn’t make you want to hop on a plane with a Horizn backpack, we don’t know what will. Oh, and don’t forget the cherry on top—an affiliate program with exclusive discount codes, converting all that social buzz into real sales.
The Verdict: Influence at 35,000 Feet
Horizn Studios’ influencer campaign wasn’t just about a shiny new suitcase; it was about building a loyal community of brand fans. With a strategy that seamlessly blended paid, organic, and micro-influencer content, Horizn Studios proved that great travel gear isn’t just something you buy; it’s something you live and breathe. This campaign didn’t just go viral—it went global.
2. Making Waves: Ortlieb’s Dive into the Outdoor World
If you thought Ortlieb was just the go-to for waterproof cycling bags, think again. Thanks to a savvy three-month influencer campaign, the brand has successfully made waves in the outdoor sector, introducing their innovative waterproof packs and duffels to an entirely new audience - travel and outdoor buffs.
But how do you take a brand known for bike bags and turn it into the go-to gear for hikers, swimmers, and outdoor enthusiasts? Simple—bring in the power of influencers and a little bit of waterproof magic.
Ortlieb, a titan in the cycling world, had one goal: expand into the outdoor sector. The challenge? Making a splash with their new waterproof bags in a crowded market of seasoned outdoor gear brands. With their reputation for quality already established, the task was clear: showcase the rugged, waterproof, and durable features of their packs to an audience who might have never considered them before.
The Strategy: Influencers with Purpose
The strategy was as precise as packing for a week-long trek: partner with outdoor influencers who speak the language of hiking, swimming, and adventure. Ortlieb’s campaign tapped into influencers who not only had large followings but whose content embodied the spirit of adventure.
Think hikers, photographers, and swimmers—those who truly understand the need for gear that can handle the elements. With Lyon Equipment on board, they curated a group of four outdoor influencers whose content was both highly engaged and authentic.
The Tactics: From Concept to Content
Working closely with Lyon Equipment, the team selected the perfect influencers, negotiated terms, and ensured seamless product deliveries. These influencers weren’t just given a backpack and asked to snap a pic. Oh no, they were given the tools to immerse their followers in a first-hand experience of Ortlieb’s products.
From scenic hikes to daring swims, these influencers shared their genuine stories about the pack’s waterproof prowess, durability, and versatility.
The result? A steady stream of stunning content across Instagram and TikTok, including carousel photos, stories, and videos that captured the packs in action.
The Results: A High-Impact Outdoor Debut
Ortlieb’s gamble paid off. The campaign generated 13 pieces of social coverage, reaching over 311K outdoor enthusiasts, proving that Ortlieb’s products are not only functional but seriously shareable.
The brand’s shift into the outdoor space was met with enthusiasm and a high level of engagement—likes, comments, and shares flooded in. The campaign did more than raise awareness; it positioned Ortlieb as a serious player in the outdoor sector. The influencers’ authentic endorsements transformed Ortlieb from a cycling brand to a must-have for any outdoor enthusiast’s gear list.
3. Travelon’s Influencer Takeoff: From Clicks to Conversions
When you’re a legacy brand with 40 years of credibility in the travel gear game, you’d think the digital world would just roll out the red carpet. But for Travelon Bags, known for their anti-theft magic and award-winning innovation, the digital world wasn’t exactly rolling in profits.
Their website was like an underappreciated suitcase in the back of a closet—great potential, but a little hard to find. Enter Dotsquares, the digital marketing gurus who transformed Travelon’s online presence faster than you can say “anti-theft backpack.”
Despite their massive success on Amazon, Travelon’s website wasn’t exactly living up to its full potential. Their online visibility was like a bad GPS—off course and hard to follow. The site suffered from slow load times, poor navigation, and minimal customer engagement. Add to that a lack of targeted social media strategies, and you have a recipe for digital stagnation.
In short: Travelon needed a digital makeover, and fast.
The Strategy: Navigating the Digital Terrain
Dotsquares didn’t just throw darts at a board; they started with a full audit of Travelon’s marketing channels. The plan? Drive relevant website traffic through a mix of organic and paid methods, with influencer marketing leading the charge. By partnering with travel influencers, Travelon was able to connect directly with a broader audience, using the credibility of key figures to build brand trust and authenticity.\
These influencers showcased Travelon during their travels, especially highlighting the bags' anti-theft feature.
The Results: A 100% Growth Story
What happened when Dotsquares deployed their digital artillery? The results were nothing short of transformative:
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25M+ Impressions
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1M Website Visits
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12K+ Conversions
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10x Engagements on Campaigns
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5x Increase in Searches for the Brand
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30% Longer User Sessions
Travelon’s website traffic doubled, revenue followed suit, and customer engagement skyrocketed. With a 5x surge in searches for the brand, it’s clear that Dotsquares didn’t just optimize a website—they gave Travelon the digital passport to success.
4. Jackery Powers Up with Influencer Magic: A Campaign That’s Plugged In and Going Strong
When it comes to portable power, Jackery is practically the king of the charging station—always reliable, always ready to fuel your devices on the go. But even the most reliable power banks need a little spark to get noticed. Enter Stride Social’s influencer campaign, which supercharged Jackery’s brand awareness and engagement in ways that left competitors in the dust.
Jackery had a solid reputation in the portable power world, but their next move was clear: expand their reach. They wanted to demonstrate how versatile and reliable their products were, not just to the niche outdoor adventure crowd but to a broader audience who could appreciate the magic of portable power. In other words, Jackery wasn’t just aiming to light up a few campers; they were going for the mass market.
The Strategy: Stride’s Power Play
To tackle this challenge, Stride Social dialed up a smart blend of influencers, both in the niche outdoor space and in broader lifestyle sectors. These creators didn’t just slap a few pictures of Jackery’s products on their feed and call it a day; they created informative and engaging content showing real-life scenarios where Jackery’s portable power solutions could come to the rescue.
Whether it was camping trips, emergency power for road trips, or simply keeping devices charged while on the go, the content made it clear: Jackery’s products were not just accessories—they were lifesavers.
Execution: The Perfect Blend of Niche and Mainstream
Stride’s campaign wasn’t just about selling products—it was about creating an experience. By partnering with product review creators who authentically aligned with Jackery’s products, they ensured the message hit the mark with both niche audiences and mainstream consumers.
@dieterpey The Jackery Explorer 1000 Pro 🔧 @jackerysouthafrica I'm very impressed with this Jackery portable power solution. It has a 1000w battery which can comfortably charge your devices simultaneously, including your camping fridge. Paired with the 100W Solar Panel, you can keep the Jackery topped up while it's being used at the campsite. The solar panel folds up neatly and has a rugged design. I've used it a for a small while and excited to use and test it more. It solves the need for a dual battery system and with it being portable, you can move it between vehicles and locations. What do you think of this device? More information: www.jackery.co.za #Jackery #JackeryExplorer1000pro #SolarGenerator #portablepowerstation ♬ original sound - Dieter Pey
The influencers’ content wasn’t just well-received—it was shared. A lot. From outdoor enthusiasts to tech lovers, the campaign made Jackery the go-to name for portable power.
The Results: Powering Up with Jaw-Dropping Numbers
The campaign’s success was undeniable, exceeding even the most optimistic projections. Here’s the breakdown:
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5 Million+ Campaign Views
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400K+ Likes
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34K+ Shares
These numbers speak volumes, not just about the campaign’s reach, but about the genuine interest Jackery sparked in its products. With so much buzz, it’s no surprise that Jackery’s campaign led to multiple ongoing collaborations, keeping the power flowing long after the initial charge.
The Verdict: A Fully Charged Success
Jackery’s influencer campaign wasn’t just a plug—it was a power surge that lit up the brand in ways they hadn’t seen before. By tapping into both niche and broad audiences with clever, engaging content, Stride Social ensured that Jackery’s name is now synonymous with portable, reliable power solutions.
5. Duluth Trading Co. Gets Down to the “Bare” Essentials: How Influencer Marketing Dressed Up Brand Awareness
For travelwear and outdoor gear, Duluth Trading Company isn’t exactly a stranger to the scene. Known for their rugged, no-nonsense approach to clothing (and the infamous "Buck Naked" underwear), they've earned a loyal fan base in the world of farmers, DIYers, and blue-collar workers.
But even the toughest of brands need a little buzz now and then. That’s where Joybyte stepped in, helping Duluth crank up the volume on their brand awareness with an influencer campaign that’s as durable as their work pants.
Duluth was already a household name among its core audience, but they needed to expand their reach and give their new products the spotlight they deserved. The goal was clear: make Duluth more visible and engaging to the travel and outdoor audience, without straying from their rugged, hardworking vibe. The brand wasn’t lacking in quality; they were lacking in conversation. So, they turned to Joybyte to help stir the pot and drive some much-needed excitement.
The Strategy: Nailing the Niche with Real-Deal Influencers
Duluth wasn’t interested in random influencers. They wanted to connect with creators who embodied their customer base: farmers, DIYers, outdoorsmen, and the types who don't shy away from a hard day's work (or a dirty job).
The strategy was simple—find micro-influencers who already loved the brand and align them with Duluth’s message. Joybyte's approach was laser-focused on people who had already expressed a need for what Duluth offers, like breathable, cooling underwear to survive the hottest of days in the field, the workshop, or while traveling.
The Execution: Going “Buck Naked” for the Cause
The product? Duluth’s cooling and breathable underwear (because, let’s be honest, nobody wants to be uncomfortable when working or traveling in extreme conditions).
The influencers weren't just showing off the product—they were actively using it in the context of their everyday life, performing tasks they already shared with their audiences. Over the course of the campaign, Joybyte secured 70 creators who delivered 48 fully-licensed assets for Duluth. Talk about efficiency!
The Results: A Campaign Built to Last
This wasn’t a flash-in-the-pan campaign. The results speak for themselves:
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149,167 Total Impressions/Views
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70 Influencers on Board
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48 Fully Licensed Assets Created
The campaign’s success came from its authentic integration into the influencers' daily lives. These weren’t just posts about a product—they were real, down-to-earth endorsements from people who genuinely believed in what Duluth stands for.
The Verdict: Tough, Timely, and Tailor-Made
Duluth Trading Company’s influencer marketing campaign wasn’t just about selling underwear—it was about reinforcing the brand’s place in the hearts of hardworking folks everywhere. By tapping into the voices of real creators who lived and breathed Duluth’s products, the brand didn’t just get exposure; they got a stamp of approval from those who know hard work best.
6. AOV Eyewear: Seeing the World Through Stylish, Sustainable Lenses
Ever felt like the world’s taking a summer vacation without you? AOV Eyewear was like, “Let’s make everyone dream of European getaways—even if they’re just chilling in their backyard.”
And, let’s be honest, they did it with style. AOV kicked off their influencer campaign at the perfect time, getting everyone’s attention with their sleek, sustainable eyewear. Think of it as a digital passport to style—without the jet lag.
AOV Eyewear, an Australian brand known for their high-quality, eco-friendly frames, needed to break through the noise and raise awareness about their stylish, functional designs. Their goal wasn’t just to be seen; they wanted to position their sunglasses as the go-to accessory for every occasion—from beach days to brunch dates, outdoor adventures to urban strolls.
And let’s face it, when you’re asking people to wear your frames everywhere, you need to show them why they should care.
The Strategy: Diverse Influencers, Maximum Impact
AOV didn’t settle for just any influencers—they wanted creators who embodied their chic, active, and sustainable vibe. With a budget of $4,700, they carefully selected 8 influencers whose content and audience aligned perfectly with AOV’s brand values.
The result? A campaign that didn’t just play it safe, but expanded their reach across multiple social spheres, ensuring no overlap and maximum exposure. Here’s the breakdown of their strategy:
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8 Influencers: A mix of micro (6) and macro (2) influencers in the fashion, lifestyle, and travel categories.
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Target Audience: A strong focus on Australian females, the key shopper demographic for AOV Eyewear.
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Content Creation: 142 unique pieces of content, from Instagram posts to reels and story series, showing AOV frames in real-life situations.
The influencers weren’t just striking a pose—they were creating authentic, user-generated content that showcased the eyewear’s functionality and style. Whether they were hiking, lounging at the beach, or heading to a lunch event, AOV frames seamlessly fit into every lifestyle.
The Results: Clear as Day
What did all this carefully curated content achieve? Well, here are the impressive numbers:
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Total Reach: 49,566
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Total Engagement: 254,000
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Content Created: 142 unique pieces (7 posts, 30 stories, and 105 additional images/videos)
Not only did the campaign generate significant reach, but it also delivered impressive engagement, proving that AOV Eyewear’s stylish, sustainable message resonated deeply with their audience.
The Verdict: A Campaign That’s Crystal Clear
AOV Eyewear’s influencer campaign was more than just a marketing push—it was an invitation to see the world through a different lens. With carefully selected influencers, engaging content, and a clear focus on style and sustainability, AOV elevated their brand presence and positioned themselves as the eyewear brand to wear, no matter the occasion.
Future-Proofing Your Brand with Strategic Influencer Collaborations
Across the six campaigns analyzed, three trends consistently emerged: the power of micro-influencers to drive authentic engagement, the rise of personalized content to build deeper consumer trust, and the growing importance of sustainability in travel gear marketing.
Brands can leverage these trends by carefully selecting influencers who authentically align with their values, using personalized storytelling to engage audiences, and embracing eco-friendly features to appeal to eco-conscious consumers. As influencer marketing continues to evolve, experimenting with new formats and targeting broader, niche demographics will be key for staying ahead of the competition.
Frequently Asked Questions
What is influencer marketing in the context of travel gear and accessories?
Influencer marketing involves collaborating with individuals who have a significant online presence to promote travel products. In the travel gear sector, influencers showcase products through their content, influencing their followers' purchasing decisions.
Why should brands invest in influencer marketing for travel accessories?
Influencer marketing allows brands to reach targeted audiences authentically. Travel influencers can effectively showcase products in real-life scenarios, enhancing credibility and driving sales.
How do brands select the right influencers for their campaigns?
Brands should consider factors such as the influencer's audience demographics, engagement rates, content quality, and alignment with the brand's values and aesthetics.
What are the benefits of collaborating with micro-influencers in the travel sector?
Micro-influencers often have high engagement rates and niche audiences. Collaborating with them allows brands to reach targeted groups authentically, leading to higher conversion rates.
Can influencer marketing help in increasing brand awareness for travel accessories?
Yes, partnering with influencers exposes the brand to a broader audience. When influencers share their experiences with travel products, it enhances visibility and brand recognition.
What metrics should brands monitor to measure the success of influencer campaigns?
Key performance indicators include engagement rates, reach, website traffic, conversion rates, and return on investment (ROI).
How can brands ensure authenticity in their influencer collaborations?
Allow influencers creative freedom to present products in a way that resonates with their audience. Authentic content fosters trust and drives genuine interest.
Are there any risks associated with influencer marketing in the travel sector?
Potential risks include misalignment between the brand and influencer, audience skepticism, and regulatory compliance issues. It's essential to vet influencers thoroughly and ensure transparent partnerships.
