Passionfruit Pulse by Mischa

Hey passionate people and welcome newbies,?

And, hellloooo February ??

For all of those who did Dry Jan — congrats, you made it! When next year rolls around remember, January is a long, cold and bleak month so don't make it harder for yourselves by giving up drinking.

Once you've finished this newsletter, get to the pub and go celebrate.?

Let's get to it. It's Passionfruit Pulse time?→ Killer?articles, a marketing breakdown and?campaigns that get the pulses going.

There is an?overwhelming amount of content out there. So every Thursday, I make it easier by sharing a selection of super valuable marketing content.

Not for skim-reading.?

What's raising our pulse...

The world of work

• Group chats are ruling the world.?
• If you're marketing to execs, ditch the persona docs.?
• Tech layoffs in 2024 are already on pace to surpass last year.
• Gen Z are in the workforce and are driving LinkedIn's user growth.

Marketing

• An expert guide to email marketing.?
• Are marketers admitting when they are using AI?
• Instagram new 'flipside' feature is rolled out to a select few.
• TikTok is testing 30-minute videos?but do TikTokers want it?

The marketing breakdown...

The Stanley Quencher; a status symbol.

These days, pretty much everyone knows the brand, Stanley.?

Especially after a video went viral, showing a burnt car with one surviving item — the?Stanley Quencher (and it still had ice in it!).?

The brand is loved by my 9-year-old niece who?only wanted a Stanley Quencher for Christmas. Seriously, it was all she could talk about.?

My 60-year-old Aunty, who ordered one the other day, also wanted in.?

But, how has the 110-year-old brand become the 'it' bottle for 9-60 year olds? How has it gone from a hiking essential to trending on TikTok?

Personally, I was left baffled. So I did some digging...

1. A little bit of luck and shifting focus ??

Over 3 years ago, the Stanley Quencher, which was released in 2016, wasn't all that successful. In fact, it had such little interest, it was nearly discontinued.?

But, the 3 Founders of The Buy Guide, a shopping blog and Instagram account (Ashlee LeSueur, Taylor Cannon & Linley Hutchinson) saw a trend.?

The Founders and their followers loved the bottle. So much so that its second Instagram post featured a Stanley Quencher. But, the quenchers became hard to find.?

The Buy Guide managed to get in contact with Stanley and placed a wholesale order of 10,000 cups.?It was The Buy Guide's first and only wholesale partnership.

They sold the first 5,000 cups in 4 days and the next 5,000 cups in an hour.?

Turns out Stanley was marketing its product wrong.?

Firstly, they weren't targeting women and secondly, they were positioning it as an 'occasional-use item' for camping when they were everyday items.

2) Affiliate & influencer partnerships ??

The Buy Guide, successful for their affiliate programs, helped Stanley launch their affiliate marketing program.

Since then, Stanley has consistently partnered with influencers and celebs who genuinely love the brand.

For the launch of the Stanley Quencher in the UK, they partnered with a range of macro to mega influencers, including those in fashion and wellness to first-time mums.

These partnerships have been successful because they are rooted in authenticity.?

3) It became a status symbol ??

That's all you're getting! For the full breakdown, subscribe below...        

Marketing we love...

Uber Eats hop on a culture moment for Super Bowl ad teaser.?

Ketchup not coming out? Shake it!?

And that's all you're getting this week. To see more marketing campaigns,?subscribe below???????