Why We STAN Stanley’s Marketing

Last week, a video went viral on TikTok from a Stanley customer who showed her car after it had caught fire with the only item surviving being her Stanley cup… which she said STILL had ice inside it.

@danimarielettering

Thirsty after you catch on fire? @Stanley 1913 is like no problem i gotchu #fyp #carfire #accident #stanleycup

♬ original sound – Danielle

The lesson was clear – Stanley tumblers still keep drinks icy cold, even amongst the most fiery of circumstances. HOWEVER, the drink ware company’s quick response provided another valuable lesson about the power of speedy social media marketing. Let’s dive a little deeper into it!

 

The Viral Video 
It all began on TikTok when user @danimarielettering posted a video showing the aftermath of her car after it was lit on fire. Among the ashes was her Stanley tumbler in close to perfect, icy-cold condition. The video racked up over 80M+ views and 8M+ likes.

 
This visual was not just a testament to the product’s quality but also a perfect setup for an incredible marketing opportunity that Stanley took advantage of.

 

Stanley’s Swift Response 
In less than 24 hours, the President of Stanley – Terence Reilly – responded to this viral post. In a move that was both generous and ingenious, he offered to replace not only the woman’s thermos but also her CAR !! This gesture really highlighted the brand’s commitment to its customers and confidence in its product’s durability.

@stanleybrand

#stitch with @Danielle Stanley has your back ❤️

♬ original sound – Stanley 1913

 

The Marketing Lessons ‍ 
This incident was a goldmine for marketing insights:
  1. Heeding Social Media Insights: The speedy response demonstrated Stanley’s active listening and engagement with their social media audience.
  2. Speed is Key: Acting swiftly in the digital age is crucial. Stanley’s quick response allowed them to control the narrative and maximize positive exposure.
  3. Have a Genuine Care for your Audience: By extending their support beyond just replacing the product, Stanley showed they care about their customers’ overall well-being.

Beyond Traditional Advertising 
Stanley’s approach surpassed any impact a conventional advertisement could have achieved. It was a real-world demonstration of their product’s durability and their brand values. This incident likely earned them OVER A BILLION media impressions – elevating their brand awareness substantially.

 

This whole viral TikTok and Stanley’s response is a great example of how modern brands can leverage social media to enhance their brand image and connect with their audience in an authentic way. It demonstrates the importance of product quality, speedy responses, and a genuine care about your customers in creating an effective marketing strategy.

This was not just about a thermos surviving a fire; it’s about how a brand stood out by standing up, turning a potential disaster into a viral, successful marketing tactic!

 

Interested in working with 12 Creative on your social media strategy? We’d love to chat. Book a discovery call with us today!

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