Stanley builds buzz, sales for anniversary

Stanley and Momentum Media PR used the holiday 2012 selling season to kick-off the celebration of the brand's 2013 centennial anniversary.

Client: Stanley, a brand of PMI  (Seattle, WA)
Agency: 
Momentum Media PR (Boston and Boulder, CO)
Campaign: Stanley 100th Anniversary Commemorative Product Launch
Duration: August 8 - December 2012
Budget: approximately $200,000

Stanley and Momentum Media PR, its AOR for PR, used the holiday 2012 selling season to kick-off the celebration of the brand's 2013 centennial anniversary with the launch of a commemorative insulated vacuum bottle in two sizes.

Ultimately, we were trying to get the word out about the commemorative bottle and drive excitement for our 100th anniversary,” says the brand's senior global marketing manager JoAnne Anderson. “People have such an emotional connection to the brand — some have literally put ashes of their loved ones in our bottles. The commemorative bottle design really harkens to that emotional connection.”

Strategy
The idea was to leverage consumers' emotional bond with the brand to elicit a “must have” feeling for the commemorative bottles. Media relations, trade show outreach, and in-store promotional materials drove messaging, which highlighted the design heritage and key product features.

“The conveyance of the emotional bond [elevated editorial coverage beyond] simply product placement — often it was the media themselves who had the emotional connection and told their personal stories about it,” notes agency PR director Bethany Mousseau.  

Tactics
In July, the team met with long-lead lifestyle and active lifestyle editors in New York City. The bottle was also displayed and its launch teased at the OutDoor trade show held in July in Germany.

An August 8 national multimedia release announced the bottle would go on pre-sale to retailers for the 2012 holiday season. Targets included outdoor, men's interest, and design traditional media outlets and blogs.

The team also previewed the bottle at the Outdoor Retailer trade show in August and helped drive buzz about it on Twitter.

Desk sides were conducted in October with men's interest and active lifestyle publications.

Select media and buyers were given product samples, and select retailers got in-store promotional materials.

Results
Anderson reports 30% of the 2013 sales goal for the bottles was booked as of December. Retailers placing orders included REI, Fred Meyer, and Eddie Bauer.

The campaign garnered 227 placements (more than 101 million impressions) in outlets such as Men's Health, Outside, Boston Herald, SportsIllustrated.com, and Gifts.com.

Future
As part of this year's anniversary campaign, the team will collect and promote “Stanley Stories,” a compilation of consumer stories about their experiences with the bottles. Social media outreach and a media partnership will help drive awareness.

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