Case Study: Building Stanley’s Audience

How we worked with respected publications to build Stanley’s mailing list and social media following

You probably don’t need us to tell you the importance of a good mailing list. Whilst countless new ways to reach potential customers have come and gone since the arrival of the internet, the humble e-mail is still one of the most effective ways to speak to those who appreciate what you do—whether you want to show off your new product or tell a story.

Stanley—the legendary brand famous for hard-wearing hammer-tone flasks, those omnipresent Quencher mugs and their seriously useful cooking kit—wanted to build both their mailing list and their social media following in a useful, meaningful way. They didn’t just want mindless growth, they wanted to reach people who would appreciate their product—whether they were into design, the outdoors or just liked a nice warm (or cold) drink.

That’s where we came in. 

Getting Sidetracked

Over the years we’ve worked with a number of highly-respected publications. These magazines and websites might focus on a different niche, but they all have one thing in common—a unique voice which speaks to a passionate audience. And when we sat down to think of which publication’s audience would appreciate Stanley’s gear the most, Sidetracked was an obvious first choice. 

Sidetracked is a magazine dedicated to true outdoor adventure. Both their printed magazine and their website feature stories from around the world, showcasing the kind of writing and photography that instantly makes you want to turn your desk into a makeshift raft and paddle into the wilderness. 

With a dedicated audience of outdoor enthusiasts, Sidetracked speaks perfectly to the kind of people who’d appreciate Stanley’s wares. In short, they were the perfect partners. 

Working together with Sidetracked we created a competition with a seriously good prize (a big ol’ stack of Stanley gear) which was promoted through their social media channels, their mailing list and their website. Going beyond the simple ‘like, follow, tag a friend’ format, the competition format we used allowed us to tailor how people could enter—offering more entry tokens if they decided they wanted to subscribe to the Stanley newsletter, visit the Stanley website or follow the Stanley Instagram page.

A Proper competition

As well as running a competition with Sidetracked, we also worked with Proper Magazine. Over the last few decades Proper has evolved from a fanzine to a fully-fledged quarterly magazine thanks to its distinct voice on clothes, football and culture. It’s not an ‘outdoor magazine’, but it’s got a strong appreciation for the outdoors and outdoor design, with a switched-on audience who know the value of well-made jackets and high-quality camping gear. 

Again, a perfect partner for Stanley, so we created another competition to feature on their social media channels and in their newsletter. As well as the competition, Proper also created long-form feature articles on the brand, helping to tell the Stanley story in their trademark tone. 

How did it go?

Both publication partnerships were particularly effective, with Sidetracked adding nearly 5,000 people to the mailing list, and some serious engagement from Proper (helping Stanley gain nearly 2,000 Instagram followers). Overall the campaign had a reach of over 150,000 people helping to shine a light on Stanley and their fine wares well beyond their own audience. 

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