Case Study:

Food and Beverage

Stanley 1913 - the iconic drinkware company popular on college campuses across the country - looked to deepen their ties to Gen Z by partnering with student-athlete creators to help support a consistent drumbeat of product launches in 2024.

The Challenge: Connect deeper with current Gen Z consumers, while building brand awareness with new customers

The brand recognized a unique opportunity to leverage college sports - and student-athlete creators in particular - across the 2024 sports seasons to connect deeper with their current Gen Z consumers while building overall brand and product awareness with new customers on and around college campuses.The brand wanted to create authentic partnerships - and high-quality and authentic content - with student-athletes across the country to highlight Stanley’s consistent product launches.

The Solution: Consistent product launch campaigns - from product gifting to paid marketing deals - featuring a diverse roster of student-athlete creators across the country

The brand partnered with Postgame - and their robust student-athlete network across the country featuring regionally and nationally recognized creators - to hand-select a diverse roster of creators to promote Stanley’s new product drops. The multi-faceted roll-out included athlete UGC and Postgame-produced content, providing a diverse combination of social media assets. The campaign featured:

Multiple Campaign Beats:

This wasn’t just a one-hit wonder. This Stanley campaign for 2024 consisted of more than 10 launches and 550 athletes across the country.

Regional/Sports-Specific Launches:

To support the highly-anticipated Lionel Messi x Stanley collaboration, Postgame curated a roster of Miami-based (to tap into Messi’s MLS club market) and soccer-specific (his sport) athletes across the country, creating an authentic storyline to accompany the product launch.

Big-Name Athletes Drive Editorial Conversations

Across 2024’s slate of campaigns, Postgame coordinated collaborations with the likes of the Cavinder Twins, Jaxson Dart, Maximo Rivera, Jamal Shead, Dillon Gabriel, Tez Johnson, Riley Leonard and Jeremiyah Love, among other superstars both on the court/field and across NIL. These big names drove earned media conversation for the campaign, including coverage via Sports Illustrated and On3, among other national media outlets.

College Football Playoff Launch Excitement:

To close out 2024, Postgame coordinated one last big beat for the Stanley campaign, leveraging the excitement of the first 12-team College Football Playoff and partnering with participating star duos Gabriel/Johnson of Oregon, Leonard/Love of Notre Dame and Isaiah Bond of Texas. The timing couldn’t have been better, as the content launched in between playoff games when conversation about the teams and athletes were at a season-high, elevating the brand even further heading into the New Year.