What Happened? Stanley, a 110-year-old drinkware brand once associated with camping and older demographics, suddenly became one of the most talked-about lifestyle products worldwide. Their insulated “Quencher” tumbler became a viral sensation in 2023–24, selling out repeatedly and generating long queues, resale markets, and “drop culture” similar to sneakers. Why the Brand Gained Popularity TikTok …
Category: Case Study
Use of TikTok by brands: case studies
Case Study 1: Made by Mitchell (UK beauty/cosmetics) This is one of the most oft-cited success stories on TikTok Shop in Western markets. What happened During a TikTok Shop Summer Sale live event, Made by Mitchell sold one product every second over a 12-hour live, generating ~US$830,000. Within 24 hours, they crossed US$1 million in …
The Rise of Havaianas as a Global Footwear Icon
History & BackgroundIn 1883, two immigrant Argentines, Juan Echegaray (from Basque) and Robert Fraser (from Scotland), created a partnership for manufacturing low-cost jute soled canvas footwear – called Alpargatas – the inspiration for the name of the company. As immigrants flooded into Argentina, demand for this low-cost product grew quickly, allowing the company to first …