by By: Kate Kundahl
Following the spring break travel rush and heading into summer vacation, “airport dads” were trending on social media as people shared humorous TikToks and reels of their dads engaging in classic “airport dad” dad behavior. Unloading everyone’s bags, distributing boarding passes, arriving at the gate unnecessarily early, constantly checking the airline app for updates, and maintaining a high level of stress and urgency were all characteristics of the “airport dad” that seemed to be a staple character in many families worldwide. Beis, a baggage and luggage company, recognized this perfect opportunity for a social media campaign for their brand. In partnership with GirlBossTown, a PR creative consultant and influencer who went viral for sharing her brand campaign ideas on TikTok, Beis created their “Redefining the Airport Dad” social media campaign for their luggage.
The Campaign:
The campaign video shoot: https://www.instagram.com/reel/C7wmC3Jsx1Q/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
For this campaign, Beis was not announcing or releasing any new products, they were capitalizing on a trend in the media. The campaign featured several well-known influencer dads including Isaac Rochell, Lawrence Longo, Scott Neslage, and Michael Justin as they redefined the idea of the airport dad from a stressed-out stickler dragging his disorganized family through the airport to a strong, hot, agile, and organized airport warrior. The photos and videos for this campaign depict the airport being turned into a gym environment, suggesting that The Airort Dad is not a role that just anyone can have, it needs to be trained for. The Beis bags are used as weights and agility obstacles in the shoot and are also used to show how by having Beis luggage, you will be more organized, faster, and better looking at the airport– the dream of any airport dad. While Beis is not promoting a new line of products, the campaign utilizes many of Beis’s best-selling bags in colors that may appeal to dads such as brown, gray, navy, and black and prompts viewers to shop the looks seen in the shoot on the Beis website or through Instagram.
Campaign Success:
On average, Beis’s feed Instagram posts get between 2.5k and 3.5k likes, and the feed post for this campaign received 15k likes when co-posted with GirlBossTown and between 3.9k and 6.9k when posted solely on the Beis Instagram page. Beis’s Instagram reels typically get between 50k and 300k views per post and the reels for this campaign averaged between 370k and 510k views per post. The tremendous success of this campaign was a result of several factors. Working with GirlBossTown and other well-known influencers helped to draw traffic and viewers to the Beis campaign. GrilBossTown, who is well known for generating great PR campaign ideas and sharing them on social media had the genius idea to Redefine the Airport Dad and shared the idea on social media. Beis was really smart to not only use the idea the GirlBossTown came up with but also use her as a part of the campaign. Showing behind-the-scenes clips of GirlBossTown directing the shoot to represent her vision related to GirlBossTos audience base and generated even more viewership to the campaign. Beis also did a good job of identifying dad influencers who align well with the objectives of the campaign and have an audience base who would be likely to purchase Beis. “Redefining the Airport Dad” is an excellent example of a really strong social media campaign that takes advantage of a media trend and caters it perfectly to match the Beis brand.
I fear this caters to a specific audience. I am that audience. An ad built around DILFs. I’ll take all of them–the bags I mean… I loved how you introduced this topic and how you went beyond just the details of the campaign ad itself but also went further into reception and partnering. I would just reformat to avoid bulking and to enhance clearer messaging.
I loved reading about this campaign, and can fully relate on the idea of “airport dads.” How smart of Beis to hope on to this trend in a positive way to promote their products. I love reading about business doing such thing and hoping on trends to promote products, I find it very entertaining and interesting. It works on me, I definetly look into buying products when businesses do this! – Sara King
I loved reading about this campaign, and can fully relate on the idea of “airport dads.” How smart of Beis to hope on to this trend in a positive way to promote their products. I love reading about business doing such thing and hoping on trends to promote products, I find it very entertaining and interesting. It works on me, I definetly look into buying products when businesses do this!
My dad is a total “airport dad”, so I appreciate this campaign being brought to my attention! I have used Beis in the past and loved their products, so I think it’s great they are expanding their target audience to be more inclusive. As social media grows, we see a larger number of influencers that range in age and gender and it’s important to remember these platforms are for all. By targeting dad influencers and the “airport dad” audience, Beis tapped into this inclusivity and the results were highly successful. Thanks for the fun article to read, and for giving me a good Christmas present idea!
This was such an interesting read! It was super interesting to read about a brand hopping on a social media trend- a trend that I never even knew existed. Just shows how many niches of the internet there are. I think this campaign truly shows the importance of being trapped into social media as a brand in current day.