Gen-Z Opps: Stanley 1913 taps first TikTok AOR (Score 39)

Sales Lead: Outdoorsy water bottle brand Stanley 1913 selected GSD&M as its first-ever TikTok AOR.

  • Among other duties, the agency now leads TiKTok strategy and content development.
  • GSD&M started making TikToks for Stanley in April 2023, before it became the company's official AOR.
  • GSD&M is also working with Stanley on a project basis to shape the company's strategy and video creation.
  • Meanwhile, the company itself is managing influencer partnerships in-house.
  • This shift follows a major rebrand over the past three years.
    • Per Stanley's global president, Terence Reilly, Stanley has shifted its focus from masculine, rugged consumers to everyday Gen-Z consumers.
    • For the rest of 2023, Stanley will focus on collaborating with other brands on new product colors, establishing new celebrity partnerships, and continuing to expand into experiential marketing.
      • Within the past month, Stanley has partnered with HGTV's Chip and Joanna Gaines' Hearth & Brand on Target-exclusive products.
      • It also launched a pink tumbler thanks to a partnership with country music singer-songwriter Lainey Wilson.
  • The company will likely:
    • Pursue influencer partnerships
    • Bolster experiential efforts
    • Ramp up digital/paid social spend
    • Seek additional new agency partners
  • Target demographic
    • ​​​​​​​Gen-Z

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: Stanley hasn't utilized national TV since spending around $54.1k in 2021.
    • 2021 ad programming: Its 2021 commercials targeted Gen-X men watching shows such as Longmire, Shooting USA, Wicked Tuna, Heartland Bowhunter, and The Hunt for Monster Bass.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has spent roughly $239.5k on digital ads YTD, down 7% from the roughly $257.9k spent by this point last year.
    • YTD data: So far in 2022, Stanley has earned ~30.6m digital impressions, 53% via Facebook ads, 33% via Instagram ads, and 14% via YouTube ads.
    • Last year: In 2022, the company spent approximately $509.3k on this channel, only about half of the approximately $997.7k spent in 2021.

Additional agency insights:

  • Opportunity: Reach out soon to see if any additional roster shifts follow this one.
  • Current agency roster:
    • ​​​​​​​​​​​​​​GSD&M: Social (TikTok) AOR (August 2023)

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.