case studies.

SUCCESS STORY: TUMI GLOBAL CITIZENS

TUMI is a global travel and lifestyle brand known for using innovative materials and sleek designs in its range of travel bags, cases and accessories for discerning travelers.

THE TASK:

To amplify TUMI’s global advertising campaign, TUMI Global Citizens.

THE CHALLENGE:

The global brand campaign TUMI Global Citizens, was created in the US, using ‘extraordinary’ everyday people, with incredible stories. Each had an extraordinary story to tell, but none with a noticeable link to the Asia Pacific region.

PLUG IN ACTION:

In APAC, we reflected the global approach by identifying Asia’s Global Citizens for TUMI. We put TUMI products into the hands of the region’s most fashionable and professional elite, and in turn onto their social media feeds.

THE RESULTS:

The APAC TUMI global citizens campaign generated over 1,800 social media posts using #TUMIglobalcitizens, a hashtag so popular it was even used by non-ambassadors. On top of this, Plug secured over 105 pieces of media coverage (and counting).

Our coverage was so influential, it drove shoppers into TUMI stores with Instagram images looking for specific products.

*This project was completed with two other agencies: Tuff Consulting and M&L Asia.

COVERAGE HIGHLIGHTS: (click to download PDF)