From Start-Up to $1.4B: Away’s Marketing Playbook for DTC Success

Founded in 2015 by Jen Rubio and Steph Korey, Away set out to disrupt the stagnant luggage industry by positioning itself as a travel lifestyle brand. The co-founders recognized that customers cared less about the suitcases themselves and more about the journeys they enable. With this insight, Away transcended the functional aspect of luggage, focusing on experiences, destinations, and the emotions tied to travel.

By its first year, Away achieved $12 million in revenue, reaching profitability by 2017. By 2019, the company was on track to hit $150 million in revenue, and its valuation climbed to $1.4 billion after a $100 million funding round. This case study explores the stages of Away’s sales funnel, delving into its innovative approach to storytelling, influencer marketing, and audience engagement.

Stage 1: Awareness

In the awareness phase, Away effectively establishes itself as a travel brand rather than a luggage retailer. By leveraging storytelling, content marketing, and social media, Away builds an emotional connection with its audience.

Content Marketing: Inspiring Travel Experiences

One of the brand's boldest moves was creating content centered around travel experiences rather than the product itself. Away’s first foray into storytelling was their book The Places We Return To, which featured interviews with photographers and travel writers. The book, paired with a gift card for Away products, sold 1,200 copies and introduced Away to a wider audience.

Key initiatives include:

1. Here Magazine: A quarterly publication that features travel guides, top destinations, and personal travel stories. The magazine is designed to inspire wanderlust while subtly positioning Away as a travel companion.
2. Airplane Mode Podcast: Launched in 2017, the podcast shares travel stories, entrepreneurial journeys, and behind-the-scenes insights about Away’s brand. For instance, Jen Rubio’s guest appearance on How I Built This with Guy Raz highlighted the brand’s origin story, resonating with entrepreneurial and travel-loving audiences.

Social Media: Creating an Aspirational Community

Away’s Instagram strategy focuses on building an aspirational and inclusive travel community:

UGC and the #TravelAway Campaign: Customers and influencers alike contribute content showcasing their journeys with Away luggage. A standout example includes travel blogger Marlene Lee’s post from Bali, where the bright red Away suitcase was subtly integrated into a luxurious hotel scene.

‍

Collaborations for Impact: Away recently partnered with F1 Academy to support their mission of empowering women in motorsport. Highlighted during the Abu Dhabi Grand Prix, Away celebrated Logan Hannah’s debut in F1 Academy, with Co-founder and CEO Jennifer Rubio attending alongside Susie Wolff, Managing Director of F1 Academy. This collaboration reflects Away’s commitment to promoting gender equity and supporting groundbreaking initiatives, aligning with their audience's values.

‍Engaging Visual Storytelling: Away’s Instagram feed is a mix of scenic travel shots, user-generated content, and subtle product placements, drawing in over 500,000 followers. These images do not merely sell suitcases; they sell the idea of adventure and style.

‍

Stage 2: Consideration

‍Once potential customers are aware of the brand, Away focuses on strengthening their connection through influencer marketing and strategic SEM campaigns.

‍Influencer Marketing: Building Credibility Through Authenticity

‍Away’s influencer strategy involves creating authentic relationships with influencers who align with its travel-first philosophy. Instead of one-off posts, Away often collaborates with influencers on curated travel experiences, generating high-quality, relatable content.

‍Examples of Success:

• Phil Cohen: A macro-influencer known for his flat-lay wardrobe shots collaborated with Away to showcase its luggage in a visually minimalist context. This campaign offered a different aesthetic for potential customers.
• Marlene Lee: A travel blogger whose vibrant posts highlighted exotic destinations subtly featuring Away luggage, reinforcing the brand’s aspirational tone.‍
• Campaign Impact: One influencer campaign achieved 10,000 likes with an 11% engagement rate.

The other achieved a 5.2% engagement rate, 58,000 likes, translating into an estimated $531,000 in revenue based on an average order value of $300, if Away converts at a conservative 3%.

Search Engine Marketing (SEM): Scaling Reach Through Intent

Away’s SEM campaigns are designed to target audiences actively searching for travel solutions, leveraging both branded and unbranded keywords.

Unbranded Keywords‍

Approximately 70% of Away’s Google Ads clicks come from unbranded search terms like “carry-on luggage” and “hard-shell suitcase.” This allows Away to capture customers who may not be familiar with the brand but are actively shopping for luggage.

Competitive Keyword Bidding‍

Away employs guerrilla tactics by targeting branded keywords of competitors such as Samsonite and Tumi. This strategy ensures visibility among shoppers comparing brands.

Compelling Ad Copy‍

Away’s Google Ads focus on the travel lifestyle rather than technical product details, emphasizing the aspirational experiences tied to its luggage.

‍

Stage 3: Decision

The decision stage focuses on providing an optimal user experience, ensuring prospective customers convert into buyers.

Landing Page Experience

Away’s website features a clean and minimalist design, offering users a streamlined and engaging browsing experience.

The category pages are thoughtfully organized, incorporating essential elements like:

• Clear Navigation and Product Filters: Makes it easy for users to find the right product quickly.
• Offers and Customization Options: Visible promotional banners and color variations provide value and personalization.
• High-Quality Product Images: Showcase the actual size, details, and usability of each product to help customers visualize ownership.‍
• SEO-Optimized Category Pages: Include rich content to improve visibility while also guiding users toward their desired products.

‍

The product pages further enhance the user journey by highlighting key features and providing an effortless shopping experience. They include:

• Product Videos and Usability Features: Demonstrate the luggage’s functionality in real-world scenarios.
• Customer Reviews: Build trust and credibility with authentic user testimonials.
• Clear Shipping and Return Information: Removes friction by addressing common concerns upfront.

By offering a well-designed, user-centric website, Away effectively encourages users to proceed to the purchase decision, converting traffic from diverse sources into paying customers. This meticulous approach bridges the gap between consideration and conversion, ensuring a smooth path to purchase.

‍

Stage 4: Retention

Away's retention strategy revolves around creating a seamless post-purchase experience and nurturing long-term relationships.

Post-Purchase Education and Engagement

Help Center Access: Packaging includes QR codes linking to product care tips, warranty details, and FAQs, ensuring a smooth post-purchase journey.

Email Campaigns: Personalized newsletters featuring travel tips, destination guides, and exclusive offers keep customers engaged and reinforce Away’s identity as a travel partner.

‍Community Building

Away’s Instagram remains a focal point for retention, where it continues to engage users with interactive campaigns and UGC. Offline, Away organizes travel-related workshops and pop-ups, deepening customer connections to the brand.

Results

• Revenue Growth: From $12 million in 2015 to over $230 million by 2022, achieving a $1.4 billion valuation.
• Engagement Metrics: Over 2 million annual site visitors and 15 million organic impressions from UGC campaigns.
• Social Media Success:670,000+ Instagram followers, fueled by influencer partnerships and aspirational storytelling.

Conclusion

Away’s sales funnel illustrates the power of storytelling, strategic influencer marketing, and customer-first branding in building a thriving direct-to-consumer brand. By focusing on the emotional connections tied to travel rather than just product functionality, Away has established itself as a leader in the luggage industry. Its model offers invaluable insights for brands looking to resonate deeply with their audiences and build sustainable growth.