Stanley 1913 Demonstrated How Powerful Content Creators Can Be for Brands
In the competitive landscape of retail, marketers require strategies that can magnify the reach and appeal of their products. A compelling case study for this approach is Stanley 1913, a heritage brand that elevated their Stanley Cup to soaring popularity through the strategic engagement of influencers and content creators.
According to [a report by Retail Dive], Stanley 1913 did not prioritise the cup as a product until recently, having introduced it in 2016. So how did this simple product become a sensation overnight?
This blog post explores how Stanley 1913's influencer-driven strategy turned its cup into a viral phenomenon. It will provide retailers with valuable insights on exploiting the power of content and social media to set trends.
Making Heritage Trend: The Surge of The Stanley Cup
The cup's practical design and premium features sparked conversations and amassed approximately 20 million views on TikTok. But, it was Stanley’s shift in marketing strategy that truly magnified the cup's appeal and helped it become trendy among a new demographic.
Stanley 1913's historical marketing approach was centred on workers and outdoor enthusiasts. Nevertheless, this dynamic altered when three influential women (Linley Hutchinson, Ashlee LeSueur, and Taylor Cannon) recognised the Stanley Cup's potential and championed its cause.
Through their shopping blog 'The Buy Guide', they publicised the cup and encouraged their followers to demonstrate their appreciation for it to Stanley, leading to a strategic partnership that would change everything.
A Strategic Shift Towards Women as a Demographic
The Buy Guide initiative identified a gap in Stanley 1913's marketing strategy by introducing the Stanley Cup as an indispensable everyday item for women. The fruitful collaboration between The Buy Guide and Stanley expanded their brand reach, penetrating new consumer demographics and sparking a surge in demand.
Embracing Influencer Marketing and Social Media
Ultimately, the collaboration with The Buy Guide accelerated Stanley 1913’s adoption of influencer marketing. The company capitalised on the emotional bond The Buy Guide had with its followers, which in turn, established trust and propelled the sales of the Stanley Cup.
Since that time, customers who have purchased the cup have been documenting their experiences with it across social media, occasionally in remarkable situations. In one instance, a woman's car caught fire and was completely destroyed (fortunately, no one suffered injuries). The sole survivor was the owner's Stanley Cup, which still contained ice cubes inside.
The narrative of Stanley 1913 underscores the significant impact influencers and social media have on brand amplification.
Subsequently, Stanley's Quencher tumblers became a collectable craze amongst consumers, who derived pleasure and a feeling of belonging by sharing their collections on social media. This trend demonstrated the effectiveness of creating an emotional connection with consumers and establishing a community around a product.
How Retailers and Marketers Can Amplify Their Brands with Influencers
Stanley 1913's remarkable triumph underscores the significance and opportunities of engaging influencers and content creators in marketing initiatives. Essential lessons for retailers and marketers from this case study include:
- Specific Demographics Matter: Distinguishing and engaging with a target audience that resonates with the product can change the game.
- Emotional Connections Drive Sales: Fostering genuine relationships with consumers through influencers can cultivate trust and boost sales.
- Remain Relevant: Adapting to shifting trends and evolving customer preferences is crucial.
- Cultivating Communities: Motivate user-generated content and interaction to enhance brand loyalty and advocacy.
- Seize Opportune Moments: Timing is critical – remain adaptable and prepared to capitalise on unforeseen opportunities.
Marketers who follow these steps can successfully amplify their brand's reach, appeal, and sales through influencer-driven strategies. And with a little bit of luck, they could earn the kind of viral fame that Stanley 1913 enjoyed.
An Invaluable Lesson for Retailers
With the ascendancy of Stanley 1913's Stanley Cup, the influence of influencers and content creators on brand amplification and trending products is evident. Stanley's approach imparts vital lessons to retailers and marketers on how to exploit the influence of influencers, social media, and content to drive trends and increase brand recognition.
It's about comprehending your target demographics, forming an emotional rapport with your consumers, remaining pertinent, and fostering a sense of community around your brand.
If you’d like to learn more about how you can leverage influencers and content creators for your brand, don’t miss the next eTail London 2024. It’s happening from June 25th to 26th at the QEII Conference Centre in London this year.
Download the agenda and register for the event today.