Stanley PMI is a heritage brand founded in 1913, known for its rugged, durable food and beverage containers designed for life on the go. With a century-long legacy of innovation, Stanley has built a reputation among adventurers, workers, and everyday users alike for products that combine timeless design with reliable performance—whether on job sites, in the backcountry, or on the daily commute.
Summary
In a market flooded with outdoor gear and new adventure brands launching seemingly every day, Stanley PMI has stood the test of time, earning a reputation for durability and reliability since 1913. When tasked with developing a content marketing campaign for the launch of their Adventure Series tumblers and cups in 2017, We Are Unicorns embarked on a strategic journey to position Stanley PMI as the go-to brand for modern adventurers. Our approach? A vibrant, persona-driven social media campaign that ultimately helped set the stage for the viral Stanley craze that would explode years later.
Challenge
Stanley PMI sought to introduce the Adventure Series—a collection of tumblers, mugs, and cups in a dynamic range of colors designed to appeal to outdoor enthusiasts. However, the brand needed a way to ensure these products resonated with a wider audience beyond their core customer base. The challenge was twofold:
- Create a compelling brand narrative on social media that tied each colorway to a unique adventure and lifestyle persona.
- Build social proof and cultivate engagement on digital platforms to solidify Stanley PMI’s presence in the outdoor lifestyle space.
Approach
Our strategy was rooted in leveraging storytelling and social media best practices to establish a deep emotional connection between the product and its audience. We developed a 360-degree color story approach, assigning each Adventure Series colorway to a distinct outdoor activity and persona—ensuring content felt relevant, aspirational, and engaging.
Using a mix of Instagram, Facebook, and Twitter, we crafted a social media strategy that maximized visibility through:
- Story-driven content showcasing real-life adventure moments tied to each color.
- Targeted engagement tactics designed to cultivate conversation and excitement.
- Algorithm-friendly content mix, blending feed posts with immersive Stories for higher visibility.
To bring the campaign to life, we headed into the Pacific Northwest’s most iconic landscapes—Leavenworth, Methow Valley, Index, and Gasworks Park—capturing visually stunning content that reflected Stanley PMI’s deep roots in adventure culture. With Brad Curran, a PNW native and seasoned outdoor shooter, at the helm, we ensured every shot evoked the spirit of exploration.
Solutions
The campaign centered around six distinct colorways, each represented through a different outdoor scene—from mountain biking trails to lakeside campsites. This approach allowed us to create:
- Authentic, high-quality visual content showcasing the Adventure Series in real-world adventure settings.
- A comprehensive publishing playbook detailing optimal posting times, engaging caption strategies, and social media best practices to maximize reach and engagement.
By implementing a consistent, structured content rollout, we ensured that Stanley PMI’s marketing team could sustain the campaign’s momentum and continue engaging audiences long after launch.
Results
- Increased brand engagement: The Adventure Series campaign helped drive significant engagement on Stanley PMI’s social media platforms, growing their reach and fostering a stronger connection with the outdoor community.
- Improved brand positioning: The content strategy reinforced Stanley PMI’s presence in the adventure space, keeping the brand top of mind among consumers.
- Laid the groundwork for future virality: While the initial campaign delivered strong brand awareness, it was the foundation that allowed Stanley PMI to capitalize on a viral moment years later.
Fast forward to 2023—a viral TikTok moment changed everything. A video showing the charred remains of a burnt-out car with a pristine Stanley Quencher (still holding ice inside) sparked a social media frenzy. As a result, Stanley PMI’s annual sales skyrocketed from $75 million to $750 million in just one year.
This phenomenon underscores a crucial lesson: while virality is unpredictable, laying a strong foundation through strategic social media marketing ensures that when the moment arrives, a brand is ready to capitalize on it.
Our collaboration with Stanley PMI reinforced the power of:
- Compelling storytelling to create lasting brand affinity.
- Strategic content planning to keep a brand top-of-mind.
- Social proof and engagement as catalysts for long-term success.
In the end, the Adventure Series campaign set the stage for Stanley’s explosive growth, proving that great marketing isn’t just about the moment—it’s about building a brand that stands the test of time.
