Stance Case Study John Fyke, Serena Haubrich, Daniel Kelly
Phase 1
Brand History ● ●
Founded in 2009 Opportunity: ○
● ●
First Shipment: 2010 Sold over 15 million pairs of socks ○
● ● ●
Overlooked category of fashion
40 Countries
Based: San Clemente, California Expansion: Underwear Around 115 employees
Product ●
● ●
Socks + undergarments for: ○ Men ○ Women ○ Kids Fun + creative designs Functionality + comfort for athletes
● ● ●
Socks and undergarments for men, women, and kids Collaboration ○
● ●
Rihanna, Disney, MLB, NBA, Sanrio
Fun, creative designs Functionality and comfort for athletes
Collaborations
Pricing Men’s Socks: $10-$50 - Underwear: $25-$36 Women’s Socks: $10-$40 Kid’s Socks: $8-$20 - Boys Boxers: $18
Target Market Individuality Target anyone that has an interest in expressing themselves People that aren’t afraid to stand out Kids ages 10-16 Young Adults 18-28 Mainly Men
Distribution Main: stance.com Manufactured: San Clemente
Retailers: Nordstroms, Bloomingdales, Zumiez, Dick’s Sporting Goods + Tilly’s
Competitors Sells socks, underwear + t-shirts Men, Women + Children Sold at every major department store Low-end of price range
Sells socks, underwear, leggings, sleepwear Women, Men + Children Sold at higher-end department stores, online, Amazon, Moderate price range
Competitors Spanish-based brand that only sells socks Men + Unisex socks Colorful and original designs for casual wear and sports Collaboration Moderate price range Apparel, underwear and accessories Men, Women + Children Luxury brand, classic, sex appeal Higher price range Sold at department stores and major retailers Celebrity endorsements
Business Challenges Continue to innovate with new collaborations to continue to reach new markets Brand/Product extensions: be more than just a sock company - Good start with their underwear line Fighting off established sports brands - Adidas, Nike, Under Armor Is the sock trend just a fad? Or will it last?
Phase 2
Video http://www.mmaglobal.com/case-study-hub/case_studies/view/41840
Campaign
Star Wars Hype
Objectives ➔
Stand out from their big-box retailer competitors that were sponsoring the film
➔
Generate brand awareness
➔
Increase online sales for their holiday season
➔
Build a strong presence on Instagram
Strategy ➔
Create an intuitive user online shopping experience ◆
People can use “the force” to purchase socks online
◆
Accelerometer feature on mobile
➔
Capitalize on the hype of the movie to maximize sales
➔
Use social media influencers to increase attention of the collection
➔
◆
Unboxing videos
◆
Hologram invite inspired by Princess Leia’s message to Obi Wan
Synthesized their product’s story with the film’s story
Online Shopping Experience
The Hologram Invite
Instagram Presence Campaign heavily relied on Instagram ➔ ➔ ➔ ➔ ➔ ➔
Instagram outperformed all other placements Targeted adults interested in Star Wars movies, but excluded adults only interested in specific characters Carousel images Directed to a Star Wars landing page Featured “Shop Now” buttons Clever captions + hashtags ◆ #sockwars #theuncommonforce
Target Audience ➔
Star Wars Fans ◆ ◆ ◆
➔
Children + teens Older adults who remember seeing the original movies in theaters Male focused
Social Media Users ◆ ◆
Influencers’ Audiences Targeting Advertising on Instagram
Proof Points ➔ ➔ ➔ ➔
Showing how innovative the brand is Interactive website emphasizes their cool, cutting-edge image Making their socks into characters Creative ads to go hand in hand with their creative socks
Tonality ➔ ➔ ➔ ➔ ➔ ➔ ➔
Futuristic Adventurous Playful Engaging Interactive Wow factor Daring
Successful?
36% 80% Lift in return on ad spending ROI
Increase in engagement on Instagram, compared to other digital channels
Successful? ➔
Spent an average of 3 minutes on the website
➔
The activations reached over 3.4 million people on social media
➔
2nd highest rank trending topic on Twitter
➔
Website beat sales projections by 300%
➔
Brand’s highest ever sales on Cyber Monday
➔
Zero paid media
Phase 3
We want to empower our target audience to be bold in their own environments and to stand out with their Stance socks. The different print ads will highlight the ‘stance’ that these people are in their day to day environments.
Goals & Objectives - Increase the number of customers and customer engagement by encouraging individual personalities to shine through - Encourage customers to give their socks thought and stand out - Increase brand awareness, sales, and interaction, specifically on Stance’s Social Media platforms - Make Stance a household name when it comes to socks. - Dominate the sock industry
Strategy To reach these objectives, Stance will make a statement by generating thought and excitement through encouraging customers to express themselves and challenge the status quo.
Generate excitement and stand out
Overall Target Audience Have the “millennial mindset” of: - Active & fashion conscious - Come from an affluent family; Customer spends money on clothes, electronics, entertainment - Socially driven - Brand-conscious - Expression is huge - Bold, not afraid of making a statement or getting attention - “Rebel” individuals
Single Most Compelling Item Express yourself, even in conforming situations
Primary Selling + Information Points The individuality goes hand-in-hand with the product and brand identity, which encourages people to express their own individuality - Bold, unique, and fun patterns make a statement - Innovative - Comfortable - Functionality - Cool and fresh, never boring - Stance puts effort into research & design and are experts in socks Stance disrupts conventional companies by making exciting, noticeable socks
Call-To-Action - Promote website sales - Each ad directs viewer to online store - Dominate the sock industry
Mandatories
- Logo - Communicate the message that Stance allows you to be unique and challenge the status quo - Must include #whatsyourstance
Stance’s brand focuses on self-expression while generating thought and excitement
Big Idea
What’s Your Stance? Encourage individuals to challenge the status quo in their own unique way
Storyboards (1) 45 Second Online Ad (3) 15 Second Instagram Ads
The Boss
The Cool Mom
The Groom
Targets The Boss
The Cool Mom
The Groom
Men
Women
Men
Middle to Upper Class
Middle to Upper Class
Middle to Upper Class
40-65 Year Olds
28-55 Year Olds
16-40Year Olds
Power
A crowd pleaser
Likes to have a good time
Social Media - Sponsored Posts - Banner Ads - Promoted Posts
Social Media Campaign -
Viral campaign #whatsyourstance Promote people to share their own ‘stance’ Repost from @stancesocks Challenge others to express their beliefs Encourage people to be true to themselves on social media
* Consumer Generated Campaign (Ch. 7)
Print Ad
Thank you!