How Stanley and other sleeper brands saw success on TikTok in 2023

How Stanley and other sleeper brands saw success on TikTok in 2023

In case you missed it Stanley, who previously did $75 Million a year just did $750 Million in 2023. What happened? TikTok did. Almost everyone in the US knows about Stanley cups and the craze that took over TikTok.

What started as a trend from #watertok, has quickly grown into:

  • Brand Partnerships (with brands like Starbucks, Target, etc)

  • Increase in efforts on Stanley’s end on TikTok (naturally, and you all saw the viral car video right?)

  • Increase in UGC (naturally - everyone wants to participate in the hype)

Stanley was always a successful brand, but what one channel did for them this year should be proof any brand can take things to the next level via TikTok.

Curious what other brand’s are on the up and up on TikTok? Here’s who we are watching:

All brands listed saw an increase in sales over the 2023 holiday season

So, what can your brand do to help increase sales through TikTok in 2024?

  • Work with influencers and UGC creators to get your products out there. Be creative in your approach, let your creators do their own thing/be creative in their own right as well.

  • Respond and participate in trends on TikTok

  • Partner with successful brands on TikTok to do collaborations/co-created content/series (even partnering with influencers together)

  • Dedicate time to social listening - comment and add value to everything you can, especially if it will strengthen brand voice

Anna Sullivan