To illustrate the potential of TikTok Marketing, we bring you an unlikely brand story, featuring TikTok's latest darling:
The Stanley Cup.
Have you ever wondered how a cup became an icon on TikTok overnight?
You may have seen these cups everywhere, from schools to gyms, and offices. But how did Stanley capture the hearts of consumers 111 years after its inception?
It capitalized on virality.
On November 15th, 2023 a clip featuring a Stanley Cup went viral on TikTok.
In the video, a woman showed the aftermath of her car catching fire.
What was the only thing surviving the incident?
🧊The ice in her Stanley Cup.
As a response to her viral video, the President of Stanley offered to replace her car on behalf of the brand. His response earned 32 million views in just a few days.
After that, the Stanley Cup became inevitable.
From one piece of user-generated content, the company increased its revenue by over 10-fold compared to previous years.
No piece of paid advertising could have accounted for such an increase.
The brand responded brilliantly to the initial viral outburst. Stanley used that spark to light its own fire, and by doing so, it appealed to a new emerging audience:
Gen Z.
This is the power of community-driven marketing.
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We hope you enjoyed this short story from the world of marketing.
Stay tuned for more neuromarketing insights in April!
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