Made By Stuart
Marketing, Advertising & Storytelling
Stanley Brand, a truly authentic heritage brand, needed to grow awareness and sales among a new generation of customers. So we set about launching omnichannel creative campaigns, ramping up buzz around new product launches, revamping their social channels and supplementing it all with stellar publicity stunts. These campaigns and activations drove more than 100 million impressions.
Services Provided | Omnichannel Campaign + Product Launch Strategy, Year-Round Digital + Social Strategy, Campaign Ideation + Development, Activation + Team Management, UGC Program Lead, Reporting + Analytics, Ad + Social Content Creation/Direction/Production, Experiential Ideation + Execution
User Generated Content Ambassador Program
Growing a brand’s social following requires a steady stream of high quality, engaging and authentic content. We created a UGC Ambassador Program from the ground up, fostering an ever growing community of content creators and inviting them to become brand advocates that would speak up for the Stanley Brand and the quality of its products. Engagement soared, “social” content became ad-worthy content, and Stanley Brand’s social fanbase quickly grew as this UGC program delivered quality, authentic content that continues to this day.
Omnichannel Product Launches
From year-long campaigns to seasonal activations, Stanley Brand needed a revamp to reach a new generation of consumers. So we created year long, thematic campaigns with seasonal activations tied to core selling periods, drastically improving sales while introducing new product lines and expanding the overall market. To drive sales during the “dads and grads” (ie father’s day through graduation) sales period, we crafted a publicity campaign featuring hundreds of “dad packs” — hand made “welcome to fatherhood” cards tied to Stanley thermoses, paired with custom onesies and original-art-posters — delivering them to new fathers across the country. Celebrated and amplified online, this unique seasonal push boosted sales and grew brand loyalty.
Digital Activations + Publicity Stunts
Everyone loves a good publicity stunt, especially when it proves a hard to believe claim. So to showcase that Stanley Brand’s new Master Series thermos claim of “40 Hours Hot” wasn’t just hot air, we had a team of influencers / content creators drive the best fresh-brewed coffee in Seattle (Stanley Brand’s home) to Salt Lake City, stopping along the way to hike, swim and adventure, all while sharing the journey during a social media takeover. Arriving in SLC 38 hours later, we sneakily left thermoses outside the hotel rooms of dozens of top journalists who were in town for Outdoor Retailer, North America’s largest trade show for the outdoor industry. An accompanying handmade photo journal, paired with Instagram stories with digital timestamps, showed the journey their coffee had taken, encouraging them to test the 40 hour claim for themselves.
Social Ad Content Ideation + Creation
Even the best user generated content program doesn’t fill a brand’s entire content needs, so I went about ideating, shooting and editing hundreds of social content pieces during the several years I worked with Stanley Brand. From creating and launching contests and branded partnerships to creating eye-catching GIFs, boomerangs and cinemagraphs, I planned and executed an in-depth social amplification program that drove down CAC for better advertising ROI.
This work was done through Portland, Oregon’s North Ad Agency, and the project included working closely with the stellar marketing team at Stanley Brand.