Case Stanley
Stanley case has something in common with Aladdin case: both brands belong to PMI. Stanley has a more off-road and daring style. The brand is a classic in the United States and synthesizes an adventurous and dynamic lifestyle. For more than a century, Stanley has been selling thermos cups, thermos bottles, camping kits and thermos flasks.
Founded in 1913, the brand is known for its high quality products. This trajectory of innovation, however, only arrived in Brazil in 2016. Modern, resistant and with differentiated design, Stanley products have won the hearts and minds of consumers. The brand has three main pillars: durability, relevance and tradition. Pacific Market International (PMI), owner of Stanley, Aladdin and many other brands, is headquartered in Seattle, United States.
Despite the adventurous style, Stanley products are also created for everyday life – to be used at the gym or at the office, for example. In many countries around the world the brand is considered legendary, dating back to several generations that have enjoyed exciting moments. Family expeditions, hiking, exploring, outdoors and normal day-to-day activities require adequate hydration. Therefore, the brand has been present in different moments of the consumers’ lives, with a successful and traditional trajectory.
Over the decades, the market has changed and so has the way companies interact with their audience. Therefore, Stanley came to us to optimize its brand communication on social networks and offline media. We are a full service agency, on the market since 2002 establishing valuable and lasting partnerships. Check out one more of our successful cases!
From online to offline
Social media are powerful relationships tools for companies, regardless their area of activity. Through images, messages and relevant actions, it is possible to better understand the audience. The ease of communication and the engagement of users via social media establish a relationship of complicity and trust between the brand and the audience. Furthermore, it is necessary to be where people are, and most of them are on Facebook or Instagram, the most popular social media sites among Brazilians.
Social networking
With that in mind, we focused on a strategy that targeted Stanley’s audience, which is quite varied, with a younger and more relaxed tone of communication. Our focus was to explore the adventurous and radical essence of the brand, adding a friendly tone and awakening the confidence of the audience. Although Stanley has only been in Brazil for a short time, its fame goes beyond geographical borders. Those who enjoy a dynamic lifestyle have known the brand for a long time!
Stanley has a community of over 250 thousand* people who like the page. The idea is to reach out to people who are passionate about adventures, at any level of difficulty.
Our team developed a strategic plan that consisted of posts that speak the target audience language. The result was thousands of interactions between users and the brand. Pieces that referred to moments for two, in the middle of nature, as well as everyday moments, caught the attention of the audience, generated engagement and improved page visibility to skyrocket. In addition, we also developed campaigns for Instagram, YouTube, Facebook Ads and Google Ads.
*Data from January 2018.
Stanley’s Facebook has a community of over 250,000 followers
Website and store
A brand’s website is one of the most important channels for the communication between customers and companies. It is usually the first place in which users seek more information about the description of the products or services and their prices. In order to offer a good experience for the consumers, some care in the planning of the website is necessary. We at VX were responsible for adapting Stanley’s international identity to Brazil.
After this adaptation stage, we developed the site and the entire cataloging of products in e-commerce, in order to provide a good navigation for users. In addition to a modern and clean design, we applied SEO techniques that help us deliver results in Google’s organic web-searches.
Stanley Hidrata App
Apps and games are excellent marketing strategies, increasingly used nowadays. This app encourages the consumer to drink more water during the day through Stanley products. The app calculates, from data such as weight, gender and level of physical activity, the ideal amount of water to be consumed during the day. Then the person chooses a Stanley product model and the app indicates how many times it should be filled.
Stanley Hidrata App’s challenges, goals and other activities helped solidify the brand’s presence in the audience routine. At the same time, the brand helped promote a healthier and more balanced lifestyle. After all, we all need to hydrate properly, and the utility of the app was a huge success among users!
Offline media
Besides working on a successful social media strategy, we also developed all graphic material for Stanley. We adapted the style guide and developed printed materials such as catalog, ads, posters and banners. In addition, we helped Stanley build up brand experience with its customers in trade fairs (stands), races and other events.
Therefore, we developed the layouts, defined the product mix to the stands and hired the promoters. Editing and layout, by the way, are some of our specialties! We created an innovative communication, objective and full of personality, characteristics of Stanley. We aligned an innovative proposal to a brand that stands for tradition, but that is also attuned to its audience, keeping up with new technologies.
More than producing thermos flasks and other products, Stanley represents a lifestyle that is synonymous with excitement, sustainability and quality. No wonder the brand is a classic and holds a special place in the hearts of adventurous consumers from various parts of the world!
