This summer, Stanley, a brand of PMI, is celebrating fans of the brand with the introduction of #Stanleyness an integrated marketing campaign that will come to life through a robust media plan starting this month with Outside Magazine. The #Stanleyness campaign aims to build a strong community on Facebook by celebrating the qualities Stanley loyalists have come to represent: timelessness, durability, confidence and humility, with a touch of badass ruggedness. These qualities are characterized by a single hashtag, #Stanleyness, which is the central organizing theme of the campaign.
“The Stanley brand’s rich history is built on the thousands of stories we’ve collected from fans that include a combination of incredible qualities utility, substance, durability, honesty, reliability, and fortitude,” explains JoAnne Anderson, Director of Global Marketing at PMI’s Stanley brand. “We’re setting out to pay tribute to our fans who embody these attributes by identifying them with the #Stanleyness hashtag.”
Stanley will encourage campaign interaction in print and digital ads as well as social media. By centering the campaign around a simple #Stanleyness hashtag, fans will be invited to join the brand in celebrating the iconic attributes of Stanley and its users on Facebook, Instagram, and Twitter.
Central to the campaign will be a series of illustrations, each one depicting a Stanley fan story that has been collected from brand loyalists over the decades. These classic-style drawings will bring to life the rugged tenets of #Stanleyness and help create a call to action for more engagement. This artwork will also be available on promotional items distributed at trade events and to select consumers throughout the campaign.
In addition to this print and online campaign, Stanley will be honoring a select few individuals who most represent #Stanleyness with a “Golden Stanley Trophy”. This trophy will be awarded to athletes, musicians, actors and other hardworking professionals in a variety of fields who embody #Stanleyness. The brand will also recognize everyday men and women who have accomplished amazing feats of #Stanleyness. Recipients of the “Golden Stanley Trophy” will be inducted into the Hall of #Stanleyness on Stanley's Facebook page.
Stanley engaged advertising and branding agency NORTH on creative strategy and execution.
