The travel gear and accessories market is experiencing a thrilling shift, where influencers aren’t just pushing products—they’re shaping trends, forecasting the future of gear, and even impacting product development.
Gone are the days of influencer marketing as a simple promotional tool. Now, brands are harnessing the power of micro-influencers, who engage deeply with niche audiences, and creating content that feels authentic and real. And let’s face it, who doesn’t want to see a brand that feels like they “get” their audience?
In this dynamic environment, Helly Hansen's LIFA® Merino campaign stands as a shining example of how to do it right. Rather than just showcasing the gear in a pretty photo, they let influencers test the products in the wild, showing their durability and functionality. This experience-driven approach didn’t just build buzz—it built trust.
Want to learn how this strategy took off and what it means for the future of travel gear marketing? Keep reading to discover the tactics that are driving success in this industry!
- 1. Show, Don’t Tell—Let Influencers Test the Product in Real Adventures
- 2. Influencers as Brand Educators—Demonstrating Features in Real-Time
- 3. Building Scalable Influencer Networks with the Right Tools
- 4. Leveraging Local Partnerships for Greater Impact
- 5. Engaging with Passionate Niche Audiences Through Consistent Content
- 6. Harnessing the Power of Humor and Authenticity to Build Community
- Innovation in Travel Gear & Accessories Marketing
- Frequently Asked Questions
1. Show, Don’t Tell—Let Influencers Test the Product in Real Adventures
One of the most effective ways to showcase travel gear and accessories is by letting influencers put it to the test in real-world conditions. This strategy capitalizes on the notion that actions speak louder than words—especially when it comes to products designed for outdoor enthusiasts. Helly Hansen took this approach to heart with their LIFA® Merino campaign, giving influencers the chance to showcase the product in action, thus boosting brand credibility and audience trust.
Rather than simply having influencers talk about the product, Helly Hansen had them demonstrate its benefits in real outdoor activities. This approach not only highlighted the product’s functionality but also positioned it as a trusted companion for high-energy outdoor enthusiasts. It was a clever way to combine product education with authentic storytelling.
Helly Hansen’s LIFA® Merino campaign engaged 25 influencers to test their new base layer technology in the great outdoors. From skiing to hiking, each influencer created dynamic, action-filled content showing off the product in use. Influencers weren’t just posing for photos—they were showing how the base layers performed in extreme conditions, adding a layer of authenticity to the campaign.
This strategy worked well because it aligned the product with real experiences. Instead of relying on generic lifestyle shots or scripted content, the brand allowed influencers to create engaging, realistic narratives around their adventures. Whether it was a skier tackling snowy slopes or a hiker braving a mountain trail, the content showed that the LIFA® Merino base layers were more than just clothes—they were an essential part of any outdoor enthusiast’s gear.
Results & Analysis
The results were remarkable. The campaign produced 110 pieces of content across multiple platforms, achieving an impressive 21.2% engagement rate on average. The total reach of the campaign was 141,000, with over 420,000 impressions.
The success of the campaign lay in how the influencers showcased the product’s quality and performance in real-world settings. This hands-on approach generated trust and positioned the LIFA® Merino layers as a must-have for serious adventurers.
Key Takeaway
The key here is showing, not telling. Let your influencers put your product to the test in real-world situations. If your product performs well under pressure, let it shine in those moments. Trust your influencers to capture the product’s value in action, whether they're skiing, hiking, or exploring the great outdoors. It’s about building credibility through experience, not just words.
2. Influencers as Brand Educators—Demonstrating Features in Real-Time
In the competitive landscape of travel tech and accessories, simply showcasing the product isn’t enough. Brands must also educate their audience about the unique features that set their product apart. PayTM Travel used influencers not just to promote their service, but also to educate users on how to use their app for booking train tickets—an important and highly practical function.
This strategy shifted the focus from mere promotion to product education, allowing influencers to introduce their followers to a new way of simplifying travel. By providing step-by-step guides and showcasing the app’s functionality in a real-world context, PayTM positioned influencers as trusted educators.
For PayTM’s travel campaign, the company collaborated with 50 influencers to promote its new train booking feature. The influencers created content that didn’t just tout the app’s convenience; they demonstrated it in action. From blog posts explaining the process to Instagram stories showcasing easy bookings, the influencers helped their followers understand the real value of the service.
The campaign worked because it didn’t just focus on creating awareness—it provided value by educating potential users. This approach made the audience feel more confident in using PayTM’s travel booking feature, knowing it was both easy to use and reliable. By making the process transparent and accessible, PayTM’s influencers helped bridge the gap between the brand and its target audience.
Results & Analysis With over 150 posts across Facebook, Instagram, and blogs, the campaign reached a total of 943,000 people and achieved a total engagement of 83,000. The campaign’s success was driven by the high-quality educational content, which resonated deeply with the audience. This approach not only generated awareness but also fostered user trust by positioning the influencers as knowledgeable guides to the new technology.
Key Takeaway
One thing I’ve realized is that influencers can do more than promote—they can educate. When you introduce a new feature or product, make sure your influencers help break it down for your audience. Show how it works, why it’s useful, and how it makes life easier. It’s not just about awareness; it’s about making your audience feel confident in using what you’re offering.
3. Building Scalable Influencer Networks with the Right Tools
As influencer marketing continues to evolve, brands need tools that can scale their efforts without overwhelming their teams. Stio took advantage of a best-in-class affiliate management platform to build a robust network of influencers, making the process efficient, data-driven, and scalable. The key here? Smart tools, seamless processes, and a laser-focus on high-quality content creation.
The strategy revolves around harnessing the right technology to support affiliate and influencer marketing at scale. Instead of relying on manual processes, Stio used GRIN’s comprehensive affiliate management suite to streamline creator discovery, content production, and performance tracking. By automating key aspects of the workflow, Stio was able to focus on fostering meaningful partnerships with influencers while maximizing their impact through a seamless, data-driven system.
Initially, Stio’s affiliate program was somewhat rudimentary—Harlee Siegel, the Performance Marketing Channel Manager, spent hours searching Instagram for creators. But when they integrated GRIN into their workflow, the game changed.
GRIN’s Creator Discovery Suite helped Harlee quickly identify relevant influencers aligned with Stio’s brand values. The platform also enabled Stio to manage multiple seasonal campaigns simultaneously, ensuring that influencer relationships were nurtured without requiring endless manual oversight.
With GRIN’s e-commerce integration, Stio provided influencers with personalized product offerings and custom tracking, ensuring the creators had a smooth experience. Affiliate deep links further boosted conversions by allowing influencers to send followers directly to product pages, improving purchase consideration.
Results & Analysis
The campaign was a massive success. Stio maintained an active network of 300+ creators per season and generated over 8,000 pieces of content with a reach of 12.9 million impressions. This campaign showed that when brands are equipped with the right tools, they can effectively manage large-scale influencer programs and foster long-term partnerships.
Key Takeaway
If you’re looking to scale your affiliate marketing efforts, invest in a robust influencer management platform. It’ll save you time, improve creator relationships, and help you track results more effectively. Tools like GRIN streamline the entire process, allowing you to scale without sacrificing quality.
4. Leveraging Local Partnerships for Greater Impact
Sometimes, the most effective influencer marketing strategies are the ones that tap into local communities. Craghoppers’ “This Is Our North” campaign strategically partnered with local influencers and a regional brewery, Northern Monk, to create an immersive, culturally relevant experience that spoke to their target audience’s passions. This wasn’t just a typical brand collaboration; it was a celebration of local culture and adventure.
The brilliance of this strategy lay in its ability to combine brand values with local interests. Craghoppers didn’t just find influencers—they sought out local partners who had authentic ties to the region and could naturally integrate Craghoppers’ products into their lives. This local, collaborative approach amplified the campaign’s relevance and appeal, creating an experience that felt grounded and true to its audience.
Craghoppers, known for their commitment to sustainability, wanted to promote their products while highlighting their values of inclusion and environmental consciousness. To do this, they launched a treasure hunt campaign in Northern England and Scotland, where influencers hid golden tickets in outdoor locations, leading followers on an adventure to find them.
Craghoppers partnered with Northern Monk, a local brewery, to provide prizes like custom beer cans, Craghoppers gear, and a holiday in the Lake District. This collaboration allowed the campaign to reach a wider audience without breaking the budget—plus, it tapped into the love many outdoor enthusiasts have for a cold beer after a hike.
The influencers were chosen based on their affinity for the outdoors and their ability to create authentic content. Using Traackr, Craghoppers identified local influencers who had a strong engagement rate and whose audience aligned with the campaign’s goals. This focus on local partnerships allowed the brand to create a campaign that felt personal and relatable to its target audience.
Results & Analysis
The results were impressive. Craghoppers’ campaign generated over 260K video views and 200K+ impressions. The campaign’s success wasn’t just about the numbers—it was about the experience. The treasure hunt sparked a sense of adventure and nostalgia, with followers traveling to remote locations to join in on the fun.
Northern Monk’s limited-edition beer sold out during the campaign, showing that the local partnership struck the right chord.
Key Takeaway
From what I’ve learned, there’s something special about tapping into local communities for influencer campaigns. By partnering with regional brands or influencers who genuinely resonate with your target market, you create an authentic connection that feels more personal. This isn’t just about marketing—it’s about building a campaign that aligns with people’s real-world experiences.
5. Engaging with Passionate Niche Audiences Through Consistent Content
For subscription services like Fabel, it’s crucial to engage niche audiences who have a genuine interest in the product. Fabel’s strategy focused on long-term engagement with book lovers, using an “always-on” campaign that provided consistent content from influencers. This approach kept the conversation going, allowing the brand to build a steady, ongoing relationship with its audience.
Fabel’s approach was all about consistency and authenticity. By creating an “always-on” campaign, they ensured a steady flow of content that kept the brand top-of-mind for potential subscribers. It wasn’t about short bursts of high-impact posts; it was about cultivating long-term relationships with influencers who could keep sharing content over a period of time, building deeper connections with their audience.
Fabel, a Norwegian audiobook subscription service, wanted to target book lovers and introduce them to the benefits of audiobooks. Instead of a one-time campaign, Fabel worked with influencers over 16 weeks to post regularly, with each influencer sharing stories and posts about how they used Fabel in their daily routines. Influencers highlighted the audiobooks they listened to while doing outdoor activities or completing mundane tasks, making the product feel like an everyday companion.
By selecting influencers who were passionate about books and whose audiences matched Fabel’s target demographic, the campaign was able to generate authentic, relatable content. The influencers didn’t just promote the service—they shared how Fabel seamlessly fit into their lives, whether they were hiking in the mountains, exploring beaches, or relaxing at home.
Results & Analysis
The campaign exceeded expectations, generating over 30% more content than anticipated. With 86,300 people reached and 700,090 total impressions, Fabel’s campaign effectively engaged its target audience. The “always-on” strategy allowed the brand to consistently stay in front of its audience, building a steady stream of awareness and engagement.
The result? A significant increase in both brand visibility and subscriber interest.
Key Takeaway
When it comes to niche markets, consistency is key. I’ve found that keeping the conversation going over an extended period is far more effective than short bursts of activity. For subscription services like Fabel, an “always-on” influencer strategy creates an ongoing dialogue that keeps the brand visible and top of mind.
6. Harnessing the Power of Humor and Authenticity to Build Community
In influencer marketing, few things resonate as powerfully as a brand's authentic personality. Moosejaw took this concept and dialed it up to 11. Known for its quirky sense of humor and dedication to outdoor adventure, Moosejaw decided to lean into its offbeat charm with the #MoosejawMadness campaign designed by The Shelf. The goal wasn’t just about promoting gear; it was about creating a community that laughed, played, and adventured together.
The strategy was based on an open invitation to influencers with fun, fearless personalities. Moosejaw didn’t settle for the typical "here’s a product, now promote it" model. Instead, they recruited influencers who could genuinely embody the brand’s playful, daring spirit. The influencers weren’t expected to simply use the products; they were encouraged to inject humor, authenticity, and personal flair into their content.
The #MoosejawMadness campaign saw The Shelf engage 37 influencers across various platforms like Instagram, Facebook, Pinterest, and YouTube. From rock climbers to hikers, these influencers all had one thing in common: they didn’t take themselves too seriously.
Whether it was Caitlin McNulty posting her "Pinterest fail" while wearing a wedding dress or Katie Jo Myers jumping into a freezing lake in a Moosejaw beanie, the content was raw, relatable, and downright funny. This campaign turned influencers into true brand advocates by allowing them to share their personal, often comical, experiences.
The real beauty of the campaign lay in how it reflected Moosejaw’s unique voice. The brand didn’t just want pretty photos—they wanted stories that captured the fun of outdoor adventures and the unexpected moments that come with them. Influencers were given the freedom to create content that wasn’t staged or overly polished. Instead, it was real, funny, and downright entertaining—exactly what Moosejaw’s fans wanted to see.
Results & Analysis
The campaign resulted in over 150 pieces of content, contributing to an increase in Moosejaw’s Instagram following to over 100,000. Despite being seen as a value-add, the campaign garnered a 2.89% engagement rate on Instagram and 15,148 views on one video alone.
The engagement wasn’t just about likes and comments—it was about building a stronger connection with the audience. The humor and authenticity made followers feel like they were part of a tribe that celebrated adventure, individuality, and fun.
Key Takeaway
If I’ve learned anything from this campaign, it’s that humor and authenticity are gold. When you're working with influencers, give them the freedom to truly embody your brand's personality. Don’t just push a product—let your influencers share real, often funny, stories that align with your brand’s voice.
Innovation in Travel Gear & Accessories Marketing
The success of these campaigns highlights key trends: local partnerships, authentic influencer relationships, and consistent, content-driven engagement. Brands are increasingly focusing on creating personalized experiences for their audiences, ensuring influencers deliver content that feels genuine and relatable.
As influencer marketing continues to evolve, brands should embrace tech tools and local collaborations, while staying true to their brand values. Innovating with these strategies will help stay ahead in the competitive travel gear market.
Frequently Asked Questions
What is influencer marketing in the context of travel gear and accessories?
Influencer marketing involves collaborating with individuals who have a substantial online following to promote travel-related products, such as gear and accessories, by showcasing them in authentic travel experiences.
How can travel gear brands identify suitable influencers?
Brands should look for influencers whose audience aligns with their target market, focusing on factors like follower demographics, engagement rates, and the authenticity of the influencer's content.
What are the benefits of partnering with travel influencers?
Collaborating with travel influencers can enhance brand visibility, build trust with potential customers, and drive sales by presenting products in relatable and aspirational travel contexts.
What types of content are effective for promoting travel gear?
High-quality images, engaging videos, and authentic storytelling that feature the travel gear in real-life scenarios resonate well with audiences and effectively highlight product benefits.
How should brands measure the success of influencer partnerships?
Success can be gauged through metrics like engagement rates, website traffic, sales conversions, and the overall growth of brand awareness among the target audience.
What ethical considerations should be taken into account in influencer marketing?
Transparency about sponsored content, respecting cultural sensitivities, and ensuring that influencer endorsements align with the brand's values are crucial for maintaining authenticity and trust.
How can brands ensure that influencer content aligns with their brand values?
By selecting influencers whose personal brand and audience values match the brand's mission, and by providing clear guidelines while allowing creative freedom to maintain authenticity.
What are the potential challenges of influencer marketing in the travel sector?
Challenges include managing diverse influencer relationships, ensuring consistent messaging, and addressing public perception, especially when influencer activities are perceived as extravagant or out of touch with current economic realities.
