Dubai. Finland. Vermont. These represent just a selection of the numerous close and distant locales that influencers have been invited to for highly sought-after brand excursions.
Driven partly by the growth of creators and influencer marketing, these face-to-face journeys have evolved into an opulent—and at times divisive—method for enlivening a brand (while simultaneously functioning as a content catalyst).
While some companies have received praise for their intentional approach to brand trips, others have faced criticism due to their opulent nature and insufficient inclusivity. A headline from Rolling Stone in 2024 even questioned, “Has the age of brand trips come to an end?”
This article will explore the reasons why brand trips are very much alive, along with strategies to organize outings that appeal to both your audience and your attendees.
Reasons brand trips are effective
Brand trips capitalize on the undeniable success that numerous brands are already achieving through influencer marketing. Nearly half of all consumers (49%) make purchases at least once a month as a result of influencer postings, as per The 2024 Influencer Marketing Report. Additionally, 80% of consumers state they would be more inclined to buy from brands that collaborate with influencers beyond social media.
Consider the following advantages of brand trips:
Visibility and outreach
Marketers contend that exposing your brand to fresh audiences is the most advantageous opportunity offered by influencer marketing, according to a Q3 2023 Sprout Pulse Survey. Brand trips wield a multiplier effect, allowing a cohort of influencers to discuss your brand, products, or services over a set timeframe. Well-timed excursions can enhance your major campaigns and launches—just as it did for the intimates and apparel label Knix.
In late April 2024, the brand welcomed influencers, customers, and other brand representatives to Cabo San Lucas for Club Knix, which aligned with the debut of their most extensive swim collection to date.
Between April and May 2024, over 150 social media posts with the hashtag #ClubKnix surfaced across 25 profiles, generating an earned media value of nearly $1 million, according to data from Tagger, Sprout Social’s influencer marketing platform.
Long-lasting influencer collaborations
Brand trips can also serve as an efficient means to cultivate your relationships with influencers—whether they are current partners or individuals with whom you seek closer collaboration. These trips and other on-location activations allow influencers to engage with your business and products in a manner that merely sending merchandise cannot provide.
As Emma Roberts, Social Media & Influencer Manager at skincare and makeup brand Jane Iredale notes, “The relationship building that occurs through events is unparalleled compared to what you can achieve via email.”
Jane Iredale, a 30-year-old brand that traditionally marketed products through dermatologists’ and skincare professionals’ offices, has significantly benefitted from its transition to digital, direct-to-consumer sales where influencers have played a pivotal role.
“We realized that to attract influencers with larger followings, we needed to present something more enticing than just gifting. One primary reason we decided to embark on brand trips was that it provided us with an opportunity to connect with influencers in an immersive manner.”
Some of Jane Iredale’s inaugural brand trips were intimate retreats set in their Western Massachusetts hometown, allowing influencers to learn about the company’s namesake founder and history.
“We’ve been able to establish long-term partnerships and have even noticed an increase in individuals willing to work with us after seeing content from the trip posted by other influencers,” explains Roberts.
Challenges associated with brand trips
We’ve reiterated numerous times: Today’s consumers are more perceptive than ever. They can quickly detect insincere, poorly executed brand activations.
In recent months, audiences have swiftly expressed their discontent with high-budget brand trips, prompting marketing leaders to question the viability of such investments.
Various factors are contributing to the growing skepticism surrounding brand trips:
Opulent trips alienate brand’s core audience
The global economy has been unstable for over a year. With price inflation, elevated interest rates, and job cuts across various sectors, consumers are becoming more budget-conscious. This creates added frustration when witnessing brands expend vast sums hosting influencers at luxury accommodations worldwide.
Social media users have also promptly pointed out that invitations for trips are often sent to influencers fitting a specific profile—rather than assembling a guest list that reflects the diversity of the brand’s actual audience.
Unrealistic and unauthentic
Consumers believe that the most effective brand-influencer partnerships are genuine and impartial, according to The 2024 Influencer Marketing Report.
The majority of social media users are fully aware of the commercial relationship between businesses and influencers. However, they tend to trust content from an influencer who genuinely utilizes your product or service over one who merely boasts millions of followers.
Inviting numerous mega-influencers on an all-expenses-paid trip does not always foster a conducive environment for unfiltered, sincere posts.
Strategies for planning successful brand trips
Just as the deinfluencing movement did not dismantle influencer marketing, recent criticism around brand trips doesn’t necessarily indicate the demise of these thoroughly documented events.
As a marketing leader, it is your responsibility to ensure that your teams employ a strategic mindset when hosting, organizing, and publicizing these trips. Here are several considerations to keep in mind:
1. Define your goals early
Like any campaign or social strategy, successful execution begins with establishing clear objectives. Expecting a brand trip to yield immediate revenue can doom the project’s ROI before attendees even reach your destination. Consider your broader marketing and business objectives— is there a product launch on the horizon that a trip could bolster? Is your brand attempting to penetrate a new geographical market that could serve as the trip’s venue? Alternatively, could a brand trip function as a focus group, engaging close influencer partners in the product or service development process?
It’s also vital to think long-term. This was particularly relevant for Nicole Ponce, Influencer Marketing Lead at SaaS brand Semrush, while organizing their July 2024 B2B brand trip in London. “When pitching these trips internally, it’s crucial to have a clear, strategic grasp of your long-term goals. Our business has centered on enhancing awareness of Semrush—not solely as a tool to boost brands’ online visibility—but as a platform meeting diverse marketing needs for businesses of all sizes, including SEO, SEM, content marketing, social media, competitive intelligence, local marketing, and digital PR. For us, these activations are a progressive step toward amplifying that awareness.”
2. Be deliberate with your guest list
Your brand trip objectives should inform the context for your invitations. Establish criteria to help you assemble a thoughtful guest list—rather than relying purely on follower count or average impressions.
For Semrush’s London trip, Ponce was intentional about inviting creators with niche communities and established expertise in various aspects of content and marketing. “We diligently identified attendees with complementary skills. We weren’t inviting them solely for enjoyment (although that’s a significant aspect), but to ensure a blend of individuals who could learn from one another.”
Some brands are completely changing their approach—inviting customers and devoted brand advocates instead. Christina Funke Tegbe, the founder of the African plant botanical skincare line 54 Thrones, announced her brand would be hosting an #AntiBrandTripBrandTrip for actual customers and ambassadors as a means of rewarding their community.
As your brand develops, your criteria may need to adapt accordingly. As Roberts explains, “Jane Iredale’s initial brand trip focused on our brand advocates, strengthening their relationship with us and showing gratitude. For later trips, we’ve shifted the focus slightly—inviting individuals with larger audiences who may not yet be advocates, but could gain from an immersive experience with us.”
3. Ensure programming aligns with your brand, not just extravagant
The success of a brand trip isn’t determined by the number of opulent activities or Michelin-starred meals included in the itinerary. Stay aligned with your values, and aim for a combination of branded programming (e.g., product tutorials, masterclasses) and general events.
Keeping your brand story and audience preferences at the forefront of the planning process can transform these trips into a more inclusive opportunity for organizations across various sectors (beyond just consumer goods). “For B2B companies, reflect on the updates you’re launching. That could serve as the focal point of your brand trip, where everyone discusses how they’re utilizing the new feature and its benefits,” advises Ponce.
During Semrush’s London trip, participants enjoyed a professional photoshoot and content creation contest, alongside pure relaxation (including a picnic—where attendees had the option to invite their own community to join the celebration).
4. Allow for influencers’ creativity
Influencers possess their influence for a reason—they understand what resonates with their audience. Just as influencers deserve creative freedom for specific content collaborations, marketers should avoid imposing rigid restrictions on how influencers portray their experiences during brand trips. Beyond conveying basic standards for brand safety, grant your guests the liberty to share what feels authentic for them.
When dairy company Kerrygold treated influencers to a trip to Ireland in September 2023, the fortunate attendees each approached their social content in distinctive ways.
Former chef turned food content creator Hailee Catalano—renowned for her recipes and “spend a day with me” videos—was among the lucky participants. She crafted a series of Reels taking her followers behind-the-scenes of the busy trip with her hallmark cheerful and humble voiceover.
Another guest, food podcaster and James Beard award-winner Abena Anim-Somuah, shared a timely photo collection of her favorite memories from the trip—six months later, on St. Patrick’s Day.
Prioritize brand trips for more than just the location
Despite a few failed brand trips, marketers should not dismiss these activations entirely. Nor should you assume that extravagant flights and luxury swag bags are essential for hosting a successful event.
“The future of influencer marketing revolves around community development,” asserts Ponce. “Trips serve to nurture your influencer partners (so they will nurture you in return).”
Brand trips exist on a spectrum rather than being confined to a rigid format. Regardless of your business’s size or industry, brand trips can be a potent tool to reward your communities and elevate your brand image. By remaining true to your company’s values and audience throughout the planning phase, trips can produce enduring memories and lasting significance.
Seeking additional insights into the future of influencer marketing? Download The 2024 Influencer Marketing Report.
The post Brand trips: To book or not to book? appeared first on Sprout Social.
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