How beis turned negative bag reviews into a viral pop up campaign
After Shay Mitchell's brand Beis faced backlash over luggage getting dirty quickly, the company responded by creating a nostalgic pop-up luggage car wash in LA with Shay promoting it in person. Anaita highlights this as a genius move that let positive experiential content outweigh the negative reviews, especially when paired with a Chamberlain Coffee collab.
The lessons
Turn negative product feedback into a branded experience that generates more positive content than the criticism
Use founder or celebrity presence at experiential activations to amplify press and social buzz
Pair a reputation-repair activation with a relevant brand collaboration to extend its reach
Transcript
This is an absolute masterclass in how to respond to negative feedback about your products. Shay Mitchell's brand base got so much criticism with people saying the bags got so dirty even after one use, the people were angry. Base responded by creating a luggage car wash in LA where you can go and get your base luggage cleaned. The pop up was designed in such a nostalgic way and Shay Mitchell herself was there promoting it.
Taking something negative and creating an experience, experience out of it is an absolutely genius move because the dirty bag content is now far outweighed by the car wash content. And they even threw in a Chamberlain Coffee collaboration. The whole thing is genius.
