The Sauce – 29/11/23

This is for you marketers.

‘The Sauce’ newsletter is your weekly dollop of marketing news.

This week we are bringing you Stanley’s viral campaigns, Uber & TikTok, Domino’s loyalty scheme and a Tesco Christmas.

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Stanley’s 110-year-old brand goes viral, pouring success in every sip!

Guess what? Stanley 1913’s Quencher, that trusty water tumbler of theirs, has taken TikTok by storm! It’s the viral sensation no one saw coming. 

What makes it even more mind-blowing is that Stanley, known for targeting workmen and outdoorsy types, now has a fanbase among women, thanks to Linley Hutchinson, Ashlee LeSueur, and Taylor Cannon from The Buy Guide (A review website of the best & worst products on the market). Yes, you heard it right—these amazing women, not even on Stanley’s payroll, fell head over heels for the Quencher and helped turn it into a sensation. It’s like a plot twist in the world of tumblers!

This week, a TikTok video showing a Stanley cup surviving a car fire with ice inside has become a marketing sensation for the insulated bottle brand. The video, posted by user @danimarielettering, went viral with over 28 million views, prompting Stanley’s global president, Terence Reilly, to respond on TikTok.

In an unexpected move, Stanley offered to replace the burnt-out vehicle, gaining significant traction and showcasing the brand’s popularity on social media, especially TikTok. The incident highlights the impact of user-generated content and the unique connection between consumers and brands in the digital age.

Sapna Bagha, Social Media Lead at Awesomesauce Marketing, said, “The rise of Stanley’s Quencher on TikTok, reaching 20 million views, highlights the importance of staying up-to-date with audience preferences and leveraging partnerships.

This unexpected success is all about the power of social media to reshape brand narratives and reach new markets.

Uber’s TikTok triumph: crafting a creator strategy beyond the numbers…

Uber has made a splash on TikTok, after joining in the past year, and being all over the news in recent weeks, thanks to Phil Rosario, their TikTok guru.

Phil’s secret sauce? A smart creator plan with help from Grin. He focused on cool content, diverse creators, and long-lasting partnerships, making Uber a hit on TikTok and winning over happy riders.

Today, Uber’s TikTok has close to 1 million followers. The channel showcases a mix of brand-contributed and creator-made content, giving a wholesome promotion to their full suite, from rideshare services to UberEats.

The backbone of Uber’s TikTok magic lies in Phil’s picky approach to creators. He looks for creators with existing Uber-related content or a lifestyle vibe that syncs with the brand. Diversity, both in the people and the vibes, tops the checklist for this TikTok triumph. 

The focus on engaging content, diverse creators, and long-term partnerships has allowed Uber to be a TikTok hit, reaching close to 1 million followers and 35 million views in a year, showcasing the power of using influencers, authenticity and connection in digital marketing.

Are you a fan of using influencer marketing?

 

Dough-loyalty: Domino’s UK gears up for a cheesy loyalty scheme launch!

Domino’s is gearing up to launch a loyalty scheme in the UK, confirming that its e-commerce platform will be ready to support the feature by the end of 2023. 

This loyalty programme is all about boosting customer frequency, but Domino’s understands that this is not a quick fix and will be taking a cautious and long-term approach. 

Playing the long game for Domino’s highlights the importance of overall value to consumers and the need to avoid over-reliance on promotions. The focus remains on both driving frequency and reaching new customers, with the loyalty scheme forming part of a broader strategy for sustained growth.

James Keith, Account and Strategy Director at Awesomesauce Marketing, said, “It’s not just about getting people to order pizza more often; it’s part of a bigger plan to keep customers happy and reach even more people.”

There’s a big advantage to thinking long-term, offering value, and finding a balance between promotions and building lasting connections with customers.

‘Weird and wonderful’: How Tesco transformed people into festive objects for Christmas

Tesco aimed to amp up the festive spirit with a quirky Christmas campaign this year. Recognising that the excitement for Christmas extends beyond the big day, Tesco wanted to offer something special during the build-up. 

The campaign revolves around the idea of people becoming Christmas, triggered at different times, as portrayed in a heartwarming story set to the 90s tune ‘How Bizarre.’ 

Despite the ad’s somewhat “weird and wonderful” nature, Tesco aimed for a balance, making it relatable yet magical. The campaign adds a touch of humour to the festive season, emphasising Tesco’s desire to embody a universal Christmas feeling that resonates with everyone.

Tesco stands out of the crowd with this Christmas ad this year, really emphasising the power of being slightly ‘bizarre.’ 

There are SO many Christmas ads and finding your own message amongst competitors can be tricky, but Tesco have pulled it out of the bag, understanding the importance of the customer journey, adding humour and extending Christmas beyond the big day – we all want it to last longer, right?

 

Same time next week? Be on the lookout for the latest dollop of marketing news.

Want to find out more about what we do and how we can help your business? 

Contact our Account & Strategy Director James Keith on LinkedIn or email james@awesomesaucemarketing.co.uk.