At our agency, we understand the power of endorsers and influencers in providing an authentic voice for brands. They have an attentive audience that’s ready to listen. The right personalities won’t just amplify a brand’s message but drive their loyal audience into action. And that’s exactly what happened for the 112-year-old Stanley brand. A brand long marketed to mainly workmen and outdoorsmen hit virality in 2017 thanks to the influence of three women and their product recommendation guide, The Buy Guide.
Showcasing Brand Authenticity
Leadership at Stanley saw the potential in this partnership and nourished it by revamping their promotional strategy to target the 25-to-50-year-old female market. The Stanley Tumbler is so popular now that limited-edition releases sell out within a few hours. This is largely thanks to the community of influencers who share their love for Stanley with their audiences. Stanley even allows for customization of their Tumblers for people to make it their own which is something we did for our agency. Our team loves to use their custom Happy Hour Media Stanleys. Over the last several years Stanley went from a handful of influencers to a community of thousands. The company’s appreciation for user-generated content has helped create an authentic buzz that traditional marketing can’t compete with.
This foundation in fostering deep connections with influencers by allowing them to be part of the brand narrative was a catalyst to the company’s next viral event in 2023. In November of 2023 a woman, Danielle Lettering, posted a TikTok Video that quickly went viral when she shared how her Stanley Cup survived a car fire AND still had ice in it. As of today, the video has over 90 million views. Stanley’s team was able to quickly act on the virality of this moment with Stanley’s global president, Terence Reilly, commenting that they would not only provide Danielle with a new set of Stanley products but a new car too. This was a great way for the brand to look good in more ways than one.
How Happy Hour Media Group Can Help
Stanley was able to easily capitalize on this moment thanks to the several years of community building they had already done for their brand starting with The Buy Guide. Influencers and endorsements provide more authentic voices that extend the brand’s reach to a wider audience with the help of digital algorithms that favor individuals over companies. Our mission at Happy Hour Media is to forge powerful partnerships for your brand with influencers and endorsers who are passionate about your products and services, and want to advocate on your brand’s behalf. There is no better form of marketing, than the authentic advocacy of endorsement marketing.