What are Brand Trips?

What are brand trips?

Brand trips involve taking a group of influencers or community members away to a destination to create content, promote a campaign, or highlight a new product launch. These trips offer a unique opportunity for brands to showcase their personality and connect with their audience in a more authentic and immersive way. Influencers and community members typically participate by sharing their experiences and content through their social media channels, creating an organic buzz around the brand.

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How have brand trips changed over time?

Before the pandemic, brand trips were often characterised by high budgets and extravagant experiences, with lavish hotels, exotic destinations, and luxurious perks. Brands focused on creating visually stunning content that aligned with the aspirational lifestyles of influencers. Post-pandemic, there has been a stronger emphasis on relatability, authenticity, and community-building. Brands now tend to focus more on smaller, more intimate experiences that promote genuine connections between the brand, influencers, and their audiences. Instead of flashy destinations, brands are increasingly prioritising meaningful storytelling and creating real, unfiltered experiences.

Why should brands invest in trips with influencers and community members?

Investing in influencer and community trips offers several long-term benefits for brands. These trips can boost sales by generating authentic content from trusted influencers and community members, which drives consumer purchases. They also encourage user-generated content, expanding the brand’s reach and presence on social media. Collaboration between influencers leads to cross-promotion and increased brand awareness across diverse audiences. Additionally, these trips foster deeper engagement, as audiences connect with real, relatable experiences, often resulting in stronger brand loyalty and lasting relationships.

How can a brand trip enhance your brand's reach and storytelling?

Brand trips offer a unique chance to showcase a brand's personality and connect with audiences on a deeper level. By inviting influencers or community members who align with the brand’s values, companies provide an inside look at their culture and products. This transparency humanises the brand, making it more relatable and authentic. Including community members adds a personal touch, fostering stronger brand loyalty and sparking organic conversations that boost visibility. The resulting word-of-mouth marketing helps build lasting consumer relationships.

Who’s doing it well?

The skincare brand, Topicals, organised a successful influencer trip to Ghana and Bermuda by focusing not just on content but culture, inclusivity and representation. The outcome was virality with content being flooded on social media. Refy is another beauty brand acing it in the industry. With the growing focus on community, it flipped the script by inviting a group of their engaged fans instead of just influencers, strengthening community ties and boosting brand loyalty.

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