Stanley’s social media presence
In August, Stanley hired Austin-based GSD&M as its TikTok agency to oversee strategy and content creation. But Stanley’s response video was created in-house with a social team of one, a spokeswoman said. Reilly filmed the video at Stanley’s Seattle headquarters on Thursday.
The company declined to say if the car would be another Kia or a different brand but said it is working with Danielle on the replacement.
After overhauling its image a few years ago away from the outdoors to more of a lifestyle brand, Stanley has become a Gen Z status symbol, its pastel “Quencher” tumblers in the grasp of well-known influencers and affluent middle schoolers alike. Founded more than a century ago, Stanley is now enjoying massive popularity with both Gen Z and the younger Gen Alpha cohort, as it continually taps into the power of influencers and social media to further its dominance. The brand has seen a 275% year-over-year increase in sales of its Quencher product, a spokeswoman confirmed Friday.
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Stanley is not the only brand whose nimble social media response to a viral video resulted in more customer appreciation for the brand. Even before TikTok’s rise, marketers recognized the potential of going viral—in 2016, for example, Kohl’s created its own video response to a Facebook post from “Chewbacca mom.”