By Christina Widner

In 2023, sales for the luggage and bags industry in Germany totalled 3.86 billion euros. Both the offer and the competition amongst retailers is considerable. So how did a TikTok star pull off turning a limited-edition backpack into a hype by cooperating with Schneiders Bags?

The decisive marketing tool which Schneiders Bags used for its cooperation with Lewin Ray is influencer marketing.

Definition: What is influencer marketing?

Influencer marketing is a promotional format where companies collaborate with individuals who have a large following on social media platforms. These individuals – or influencers – introduce products with an authentic and personal style. Their recommendations animate their followers to buy products or services. That means influencer marketing is based on the trust and credibility which influencers have built amongst their target audience. 

Influencers pave the way for new followers

The collaboration between companies and influencers allows for brands to share their messages directly with a dedicated audience. This is often done in the shape of sponsored endorsements, product placements or product cooperations. By using the reach and authenticity of influencers, companies promote their products or services in a more personal way which often is more efficient compared to conventional advertising.

Winning formular: choosing your influencer wisely

Influencer marketing is especially effective in times where consumers are more and more seeking out authentic recommendations. The close relationship between influencers and their followers allows for businesses to tap the trust of consumers. By choosing an influencer whose values and interests align with those of the brand, companies create authentic connections and successfully market their products or services.

Schneiders Bags X Lewin Ray

Schneiders Bags is a well-known company for backpacks, schoolbags, handbags, luggage, and accessories. The Austrian company markets various brands, including Walker backpacks. In spring 2023, the Walker team launched a limited-edition backpack with the influencer, Lewin Ray who even then already had more than 2.5 million followers on TikTok. 

Big success

The influencer designed the Elite backpack model by Walker which is popular with teenagers according to his own ideas, contributing his own style to the design. On top of that, anti-theft protection was integrated and Lewin Ray’s signature features on the backpack. As this was a limited edition, there was a major run for the backpack, especially by followers and fans of Lewin Ray. The stock of backpacks sold out completely in a few weeks only.

Lewin Ray presents ... the Elite backpack

Lewin Ray used his TikTok and YouTube channels with his several million followers to officially endorse the backpack. A YouTube short that was only 40 seconds long reached, for example, roughly 900,000 people. The influencer also introduced the backpack he designed on Walker’s TikTok channel. The advantage: Lewin Ray’s followers took note of the Walker channel which increased chances of them also subscribing to the business channel.

Meet & greet generates brand loyalty

Before and during the sales campaign, Schneiders Bags organised two Meet & Greets: 1,300 visitors came to the first Meet & Greet in Berlin. The second Meet & Greet, which took place at the Schneiders Bags/ Walker offices, saw 800 fans of the influencer arrive to meet their idol in person. The company itself states that the two fan get-togethers were amongst the highlights of the cooperation. They also hope to renew the collaboration with Lewin Ray again soon.

Influencer marketing ideal for stationery industry

The cooperation between Schneiders Bags and Lewin Ray clearly shows: It is worthwhile even for businesses from the stationery industry to harness influencer marketing. If it is the right fit, they will sell their own products better with the help of limited editions, in addition to grabbing attention for their products and growing trust amongst younger audiences with help from social media networks.

About the author

BASIC thinking is an online magazine and one of the widest-reach tech portals in the German-speaking world. The editorial team reports daily on social media, marketing and business topics. This article was written by Christina Widner from BASIC thinking GmbH and BASIC thinking International.