Béis is going after the male demographic by rebranding the Airport Dad

Cult luggage brand Béis’s core demographic is women ages 24-35. But over the last year, the brand has been looking for ways to increase its pull with male customers, according to Liz Money, the brand’s svp of brand and creative.

Around six months ago, Money saw a TikTok from influencer Robyn DelMonte, better known as Girlbosstown, where DelMonte pitched an idea for a Father’s Day campaign she would do if she worked for Béis, which was founded by actress Shay Mitchell in 2018. DelMonte bills herself as “the internet’s agent” and also works as a creative consultant for brands. The idea centered on the “Airport Dad” — the kind of man who shows up several hours early for a flight, boarding pass already printed and itinerary in hand. Money loved the idea and reached out to DelMonte, bringing her in to co-lead the production of the campaign.

The Father’s Day campaign launched on June 3 across Béis’s social media channels, with DelMonte rolling out behind-the-scenes posts on her own channels — she has nearly 700,000 followers on TikTok and nearly 60,000 on Instagram. The campaign also features other influencers like menswear creator Michael Justin, who has more than 1 million followers on TikTok, and is being featured on the brand’s website homepage. For Béis, the campaign marks the first time it has worked with an outside party on a creative campaign. And, in general, it highlights the fact that brands are becoming more willing to work directly with influencers on content creation.

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