😇 How the Halo Effect helped earn Stanley over $750 million

See the science behind the brand’s popularity and get prebuilt tools to follow their lead Hey {NAME}, For over 100 years, Stanley built its brand by targeting workers and outdoorsmen. But in 2021, they became popular with a new market: Millennial and Gen-Z women. While that shift in target market came from a popular blogger's gift guide, it wasn’t until one of their insulated cups survived a car fire last year that their growth really took off. The car owner posted a TikTok video showing her Stanley Quencher tumbler, unscathed and still filled with ice. Her video went viral, Stanley responded by gifting her a new car, and the rest is history. Once Stanley’s act of kindness got viral attention, people couldn’t wait to buy from the already trending business — giving them more influencer power and casting a positive glow around the brand. Now customers are lining up overnight for Stanley’s limited-edition cups, the brand is trending all over social media, and they’ve raised over $750 million in revenue. While most of us can’t expect to strike gold through a viral car fire like Stanley did, or buy a customer a new car, we can learn from the way the ✨Halo Effect✨ helped skyrocket their popularity. 🧠What is the Halo Effect? This theory says that we often judge brands based on one positive thing we associate with them. If you see something impressive or memorable about a brand — like their willingness to buy a customer a new car — you’ll be more likely to trust them and their products. 🎯 How do I use it in my marketing? Your responses to customers’ great experiences are just as important as your responses to bad ones. Stanley’s viral success may have started with a TikTok video, for instance, but what caught buyers’ attention was their authenticity, understanding and willingness to go the extra mile for their customers. That connection to their community is what created a “halo” around their brand. If you want to follow Stanley’s lead, start by investing in your own community! One of the best ways to get started is by launching an online forum just for them. Giving your audience a place to share their questions, problems and ideas will: - 🤩 Make the client experience more exciting Building a strong community will give your own customers a sense of exclusivity, a place to celebrate their wins, and a chance to meet others who share their excitement. Just as Stanley customers take pride in their products, sharing their Quencher tumblers on social media as a status symbol, your community will be full of raving fans who can’t wait to share their wins and ideas. - 👋 Boost authenticity Your community is the perfect place to have real conversations with customers. When you ask for feedback, celebrate their success and help them solve problems, they’ll see that you care and genuinely want to help them. - 💬 Create user generated content Stanley’s viral car fire video is the ultimate example of how powerful user-generated content can be. In your community, you’ll hear all kinds of stories from customers about how they’re using your product and how it’s helped them. That’s the stuff you want to share. - 😍 Show you what your buyers care about Your community is the shortcut to understanding what your customers are thinking, what they want from you, and what gets their attention. If you’re ready to start connecting with your audience, we have something special for you: a prebuilt community forum to help you get started in minutes! It comes with all the essential pages and functionality to help your customers connect and become part of a thriving community. Ready to get started? [Link: To get started, [log in to your free trial account](, hover over the icon in the upper right corner and go to “Apps.” Then toggle “Forums” to “on,” and your forum will be created with all the assets you need. The Ontraport team What’s Ontraport again? Ontraport is a CRM and automation platform that empowers businesses to grow faster and deliver more value to their customers. [Start a free trial here](3D/Z). P.S. Have questions about the Forums app or Ontraport as a whole? Our team is happy to help! Book a call here. If you wish to stop receiving our emails or change your subscription options, please [manage your subscription](). 2030 Alameda Padre Serra, Suite #200, Santa Barbara, CA 93103, US