|Inside Away’s Instagram Strategy
One of the most engaging posts that Away, the direct-to-consumer luggage maker, has had on Instagram features a yellow suitcase appears in front of a wall of tiles on Italy’s Amalfi Coast. “There’s yellow. Then there’s Amalfi lemon yellow,” the post reads.
But the post wasn’t created by Away’s social team but by a travel buff who happens to be a fan of the brand. Its user-generated posts like these that have helped Away grow 10-fold in the past year, to nearly 100,000 followers today. Out of 676 Instagram posts, 600 are user-generated that have reached 15 million users organically.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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