Drinkware brand Stanley, whose large, colorful tumblers often appear in the hands of influencers, has named Omnicom-owned agency GSD&M as its first TikTok agency of record.
Stanley previously worked with the agency on a project basis to shape its brand strategy, according to the agency. In its new role, GSD&M will direct Stanley’s TikTok strategy and video creation while the brand will manage influencer partnerships in-house.
“Engaging consumers, particularly Gen Z, in innovative ways on social media is fundamental for brands to earn attention,” said Dave Kersey, chief media officer at GSD&M, in a statement. “Partnering with Stanley to accelerate their momentum and success in culture is an incredible opportunity, and partnership, we truly value.”
Related: Why Stanley is among Ad Age’s Hottest Brands
The partnership comes as marketers are looking for agencies to handle more fragmented parts of the business, though, at this point, Stanley’s other social media accounts are not being handled by other agencies.
GSD&M manages social strategy and content creation for Pizza Hut, Fruit of the Loom and the United States Air Force, among others. In 2019, the agency, along with Gut, sparked the chicken sandwich marketing war between Popeyes, Chick-fil-A, Wendy’s and other fast food restaurants with tweets from Popeyes.
The GSD&M team has already begun creating TikTok content for Stanley, including one tied to the ongoing “WaterTok” trend that involves users mixing flavored powders, syrups and other additives into water, often in one of Stanley’s large “Quencher” mugs. (GSD&M began making TikToks for the brand in April before it was officially selected as the agency of record.)
from Digital Marketing Education https://ift.tt/dGLDZsk
No comments:
Post a Comment