Away Luggage

Building Brand Value and Entry to the Top League Through Google Ads

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Away Luggage’s Success with
Google Ads
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Objective

Establish strong brand presence pre-launch, targeting young, design-conscious travelers, maximizing reach and differentiating from competitors.

Methodology

Executed a targeted Google Ads campaign (Shopping & Display), incorporating relevant keywords, strategic celebrity collaborations, and visually appealing ad campaigns.

Result

Achieved $12 million in sales within two years, demonstrating marketing effectiveness. Experienced exponential growth, raising $181 million and reaching a $1.4 billion valuation in 2019

Google Ads have become a key tool for many brands to establish themselves in the market.

These successful brands have common features: a clear vision and an eye for possibilities, especially when using technology. We have already discussed the famous case study of Sitara Foods and their unique perspective on clubbing traditions with contemporary technology. Likewise This case study examines how Away Luggage, a direct-to-consumer brand, strategically used Google Ads to reach its target audience and create a unique brand identity.

The Perfect Launchpad

Away Luggage, aiming to revolutionize travel with technology, had a vision of suitcases with built-in power banks and USB ports. But before their innovative product was ready for launch in 2015, founders Steph Korey and Jen Rubio took a unique approach to building brand awareness.
Instead of focusing solely on the product, they tapped into the emotions and experiences of travel. They published “The Places We Return To,” a collection of short stories written by 40 influential figures from diverse backgrounds. This unconventional move allowed Away to connect with potential customers on a deeper level, establishing a strong brand identity within the travel lifestyle space before their luggage even hit the market.
This strategy cleverly laid the groundwork for their future success, proving that a suitcase company could resonate with travel enthusiasts beyond just the practicality of their product.

Away's Vision for the Modern Traveler

Unlike traditional luggage brands that prioritize functionality alone, Away Luggage adopted a holistic approach, emphasizing aesthetics and the overall “travel experience.” They recognized that modern travelers, particularly young and frequent ones, sought more than just a functional suitcase. They desired products that were stylish, lightweight, and seamlessly integrated into their travel lifestyle. This niche focus allowed Away to differentiate itself in the crowded luggage market.

Strategic Use of Google Ads

Away’s marketing strategy centered around reaching their target audience precisely when they were actively seeking luggage solutions. They employed Google Shopping Ads, leveraging not only generic keywords like “luggage” and “carry-on,” but also terms that addressed specific pain points and desires of their ideal customers.

Reaching new Heights

Away Luggage, showcasing their understanding of today’s consumers, cleverly leveraged the power of influencer marketing through Google Ads. By partnering with big names like Karlie Kloss, Rashida Jones, and Dwayne Wade, they not only reached more people but also made their brand feel more personal and desirable. Their collaboration with Dwayne Wade, which led to a special carry-on designed for wine, highlighted Away’s innovative spirit and willingness to cater to different passions. This multi-pronged approach demonstrates their commitment to reaching a wider audience and setting trends in the luggage world. Through Google Ads, Away maximized their brand’s visibility, ensuring their message spoke to a diverse range of potential customers.

Beyond Ads, Setting Brand Value

Away Luggage goes beyond mere product promotion in their Google Ads strategy; they clearly conveyed their brand message to capture a brand name and upper hand through it. Their ads, while visually captivating, go deeper, conveying a lifestyle associated with travel and adventure. This emotional connection resonates with their target audience, setting them apart from competitors who focus solely on the cliche aspects of luggage. By intertwining their products with a sense of wanderlust and personal style, Away Luggage has successfully created a brand identity that speaks to a deeper desire for exploration and self-expression.

Success Achieved

  • $12 million in sales in 2016
  • $150 million in sales by 2018
  • 500,000 suitcases sold

Profitability & Funding

  • Turned profitable in 2017
  • Raised $181 million in funding
  • Valued at $1.4 billion (as of 2019)
  • Secured $100 million in May 2019 funding round

Expansion & Diversification

  • Primarily online sales, but also expanding physical stores
  • Plans to expand internationally and diversify product portfolio