A automotive hearth ignited a viral advertising and marketing second for the Stanley model.
On November 15, TikTok consumer @danimarielettering posted a video displaying the aftermath of her automotive catching on hearth. Although the automotive was totaled, her Stanley Quencher tumbler was intact and nonetheless had ice in it.
The video shortly went viral and has gone on to rack up greater than 84 million views.
Two days later, Stanley President Terence Reilly stitched Danielle’s unique video providing to ship her some new tumblers and to switch her automotive on behalf of the model. This response has earned over 32 million views, shortly changing into the feel-good story of the season.
The feedback to Reilly’s response are stuffed with reward for the model, with TikTok customers saying:
“That is superior, positively shopping for a Stanley now!”
“They responded, that’s freaking superior. I’m gonna have to purchase a Stanley now.”
“Do I want a Stanley, no. Am I going to purchase one on precept now, sure.”
Whereas the circumstances of this advertising and marketing second are uncommon, the Stanley model isn’t any stranger to TikTok virality.
Turning into a viral water bottle model
Over time there have been numerous fashionable water bottle manufacturers together with S’effectively, Hydroflask, Yeti, and now Stanley.
The Stanley model has been round for over 100 years and was finest recognized for items that might stand as much as outside actions. Nonetheless, the model’s goal demographic started to shift after the introduction of the Quencher tumbler in 2017.
That very same 12 months, bloggers behind The Purchase Information started sharing hyperlinks to the Quencher introducing the cups to a brand new viewers that wasn’t aware of Stanley’s outdoorsy roots. Nonetheless, in 2019 Stanley stopped itemizing Quenchers on its web site to prioritize different merchandise.
The Purchase Information founders felt there was a better alternative to market the tumblers to ladies, and labored with Stanley on a wholesale association to start promoting the cups on their very own web site.
In line with The New York Occasions, they shortly bought out of their preliminary run of 5,000 tumblers in 2019. The success of this preliminary run led the Stanley model to reintroduce the Quenchers on the model’s official web site in 2020, providing extra colours and an intentional influencer advertising and marketing technique to draw extra feminine clients.
These ways labored. By 2022 Stanley tumblers continued to achieve momentum on social media because the viral merchandise to have and ceaselessly bought out. Final 12 months, gross sales for Stanley tumblers elevated by 275%.
What started as an unlucky accident, resulted in effectively over 100 million impressions and constructive PR for the already social-savvy model.
