Mischievous Wolf
Location: Bristol, United Kingdom
Category: Social Media Marketing
Title: Trunki Social
Award: 2025 Best of Category
Client: Trunki
Project Description: Trunki is one of the UK’s best-known family travel brands, but its social media channels had lost energy. Engagement was low, followers had stopped interacting with posts, and the hero product – the ride-on suitcase – was no longer at the center of the story. Mischievous Wolf was asked to refresh Trunki’s social presence, refocus attention on the suitcase, and help drive sales on a tight budget.
The team reframed the brand around a simple truth: parents are not just buying luggage, they are buying a bit of calm. The social strategy shifted from product-first to people-first, using humour, honesty, and everyday family travel moments to connect with parents. Trunki’s voice became playful and self-aware, and the content mix ranged from memes and lo-fi reels to seasonal posts around school holidays – all designed to make parents smile and remember why Trunki exists.
By prioritising insight and creativity over production spend, Mischievous Wolf rebuilt the community around the brand. Engagement rates grew by more than 3,400 percent, Trunki’s social channels became active again with positive comments and organic sharing, and suitcase sales rose by 24 percent, directly tying the social work to commercial performance.
Credits
- Phil Marshall – Head of Mischief
- Molly Pickering – Chief Storyteller
- Sam Atchinson – Chief Visionary Officer
- Anina Yates – Senior Mischief Maker
- Keith Kilpin – Mischief Maker
- Faye Cowell – Senior Firestarter
