How a buzzy luggage brand turned TikTok hate comments into a product road map
A version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing newsletter.CMOs often treat hate comments on TikTok as a corporate reputation problem. BÉIS, the buzzy luggage brand founded by actor Shay Mitchell, is incorporating them into its product road map.This week, BÉIS (pronounced "base") is rolling out major redesigns to many of its core products, the company exclusively told CMO Insider.
Reported by 1 outlet — Business Insider. See all sources ↓
A version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing newsletter.CMOs often treat hate comments on TikTok as a corporate reputation problem. BÉIS, the buzzy luggage brand founded by actor Shay Mitchell, is incorporating them into its product road map.This week, BÉIS (pronounced "base") is rolling out major redesigns to many of its core products, the company exclusively told CMO Insider. That includes its much-reviewed and much-duped Weekender bag, which helped it build a cult following online.Liz Money, SVP of brand and creative at BÉIS, said her team cataloged every negative TikTok video it could find about The Weekender — from complaints about its weight to criticism of its straps — and used those videos as a blueprint for the redesign. BÉIS is also sending the updated bag to some of its harshest critics, with no obligation to post about it.
Read the full report at Business Insider ↗
Why it matters
A world story we're tracking; its significance and source trust firm up as more outlets confirm it.
- What's the story?
- A version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing newsletter.CMOs often treat hate comments on TikTok as a corporate reputation problem. BÉIS, the buzzy luggage brand founded by actor Shay Mitchell, is incorporating them into its product road map.This week, BÉIS (pronounced "base") is rolling out major redesigns to many of its core products, the company exclusively told CMO Insider.
- How widely is it covered?
- 1 outlet, average source rating 6.0/10.
- When was it last updated?
- 6m ago.
How outlets are framing the same story
Here's how each outlet is covering the story — compare their headlines and timing at a glance.
- Coverage card1 outlet1CoverageScouting report
How a buzzy luggage brand turned TikTok hate comments into a product road map
Sources1TypeCoverageBusiness Insider