the edit for all things social media, marketing and content creation.

BÈIS, the travel luggage brand founded by actress Shay Mitchell, has quickly become one of the most talked-about brands on social media and truly an ‘it’ luggage brand… (I am personally a huge fan). Shay built a loyal audience by sharing her travel adventures, and her personal brand aligns perfectly with BEIS’ ethos – luggage that is both functional and fashionable.  Thanks to its strong, personality-driven marketing and founder-led content, BÈIS has become a standout brand in the travel luggage space, not just for its sleek and functional yet  fashionable designs.

Here are the lessons you can learn from BÈIS’ marketing strategy: 

Personal branding: Shay Mitchell

Actress Shay Mitchell, known for her role in Pretty Little Liars, built a deeply engaged audience on social media by sharing her travel adventures. Shay’s personal brand aligns seamlessly with the ethos of BÈIS, lending credibility to the brand. She is known for being a seasoned traveller, so consumers could trust that she was creating luggage that was both chic and functional. From day one, BÈIS had a clear founder-led story: travel essentials that can withstand every adventure and look cute while doing it.

Shay is not just selling luggage, she is selling a lifestyle her followers already love. It doesn’t stop there: Shay is firmly the face of the brand and is regularly seen sporting BÈIS products.

Cheeky copywriting

I am obsessed with BÈIS’ clever copywriting, especially their airport dad campaign with the slogan ‘from airport dad to airport daddy’ on Father’s Day last year. The campaign, inspired by @girlbosstown, tapped into the relatable ‘airport dad’ stereotype that circulated TikTok, while showcasing their bags in action.  Since their customer base primarily comprises a female demographic, the campaign aimed to attract more male customers, which it did successfully, while also creating an entertaining and shareable moment on social media. I also love their use of witty  puns on the word ‘BÈIS’ in their copy, such as ‘second-BÈIS’ and ‘home BÈIS’.

Turning bad PR into genius marketing

When customers complained about light-coloured bags getting dirty too quickly, BÈIS didn’t ignore it nor bury their heads in the sand. Instead, they launched the BÈIS wash pop-up in LA, emulating a retro-style car wash, where customers could drop by and clean their bags for free. Not only did this openly address customer feedback, but it also served as a great shareable moment on social media. Plus, Shay herself was there, engaging with fans and reinforcing community connection –  lesson in how to turn negative customer feedback into a memorable consumer experience.

Packing videos and styling videos

Their Tiktok page does such a good job at selling the products through packing tips, ‘pack with me’ videos and styling content. The content is engaging, satisfying (with lots of ASMR) and informative, showing off how functional and fashionable the products are.

Collaborations

BÈIS leverages meaningful partnerships to expand its reach and broaden its customer base. The brand partners with other well-known companies and celebrities that share BÈIS’ values and aesthetics, such as Solidcore, Lonely Hearts, Anthropologie and model Elsa Hosk. This generates buzz around its products and keeps BÈIS’ stock fresh and interesting. For example, BÈIS creates thematic collections around trending pop culture moments, such as the Barbie and Wicked films. From its collaboration with Delta Airline’s to festival activations like the BÈIS pit stop at stagecoach, BÈIS has mastered experiential marketing that gets people talking. Ultimately, BÈIS meets customers where they are at: airports, festivals and social media.

Employee-generated content

Their Tiktok account features the whole BÈIS team across all different levels — from CEO to content creator. I love how they use the platform to directly engage with their audience, positioning themselves as a customer-centric brand. BÈIS is a masterclass in social media marketing. From Shay’s founder-led storytelling to viral campaigns, clever copywriting, and engaging social content, each move feels effortlessly cool. By listening to its audience, embracing pop culture, and turning even negative feedback into a brand moment, BÈIS has built an engaged, loyal community that’s as obsessed with the brand as they are with their next adventure.