Stanley 1913 didn’t become a viral sensation overnight. For decades, it was known for rugged thermoses built for the outdoors.
The brand’s trajectory shifted when it embraced video-first storytelling.
A key moment came when a TikTok user @danimarielettering shared a video showing a Stanley tumbler intact after a car fire, still holding ice, went viral with over 95 million views. Stanley’s public response, offering to replace the car, drew widespread praise and media coverage
This wasn’t luck. Stanley had been building momentum through social listening, creator collaborations, and a move toward shoppable, community-first content.
The goal was clear. Convert attention into action. Video commerce, social commerce, and interactive content turned cultural buzz into tangible revenue.
Stanley isn’t the only brand proving this model works. Stormi Steele, founder of Canvas Beauty, used a single live video to generate $1 million in just 3 hours. Both examples demonstrate the potential of the right tools and strategy.
From Influencer Buzz to Community Power
The Buy Guide’s Breakthrough
In 2019, The Buy Guide, a trio of female content creators, persuaded Stanley to let them sell 10,000 Quencher tumblers directly to their audience. These nearly discontinued tumblers sold out in days.
On their blog, they shared, “We KNEW this product was special and that we happened to find an audience for it that they hadn’t considered, women.” This shows that buyers are not always the same as the audience they first aimed to reach.
Scaling with Creators
Stanley built on this insight with a creator-driven approach. Their affiliate program offers fans, influencers, and micro-creators 10–15% commissions on tracked sales.
Influencer videos work like digital storefronts, linking to products and turning engagement into sales, as we explain in our influencer marketing blog.
Among many creator partnerships, collaborations with Lainey Wilson and Laura Prepon stood out for their impact. Wilson’s “Watermelon Moonshine” tumbler sold out in 10 minutes, while Prepon’s barware reel gained nearly half a million views.
Each partnership combined authentic storytelling with shoppable content.
The TikTok Effect and FOMO
TikTok propelled the brand further. Creators personalized Quenchers, showcased rainbow collections, and turned the tumbler into a lifestyle symbol.
Organic videos ranged from hydration tips to elaborate displays. This built a loyal community waiting for each release.
Stanley teased limited drops through video, triggering urgency and FOMO. Each launch sold out within minutes, showing the power of scarcity and social buzz.
Looking to harness similar momentum? Explore how to use TikTok’s video format in your shoppable content strategy.
From Brand to Movement
By combining influencer partnerships, community engagement, and strategic product drops, Stanley grew from $70 million to $750 million in annual sales in just four years (Wall Street Journal).
This is more than a case study. It’s a proven growth playbook.
Shoppable videos aren’t just an add-on. They can be the core of a brand’s engagement and sales strategy.
Key Takeaways for Brands
- Empower Influencers and Customers: Peer-to-peer marketing builds trust.
- Harness Video Commerce: Short, engaging videos drive interaction and purchases.
- Leverage Social Commerce Tools: Integrated purchase options reduce friction.
- Create Relatable Content: User-generated stories strengthen authenticity.
- Use Scarcity Strategically: Limited drops build urgency.
Stanley’s strategic use of shoppable videos and social commerce dramatically transformed its brand image, sales trajectory, and customer relationships.
For brands aiming to replicate this success, shoppable videos should be a core growth strategy, not just a marketing afterthought.
If you’re ready to make your content shoppable and turn moments of inspiration into conversions, Vimmi can help.
Our platform empowers brands and creators to create high-performing, shoppable video experiences across social and owned channels – all without complex integrations or setup.
Learn more about Vimmi’s video commerce solutions and start turning your videos into revenue today.
