The Stanley Quencher is nothing short of an icon in the US where it sells out in mere minutes when new drop lands. A key driver of this success was a robust influencer network pushing the Quencher to its dedicated and engaged following. 

Our brief was to build and grow an influencer network in the UK that could educate audiences on the USPs of the Quencher and why it was a key hydration aid.

Measurements of success would be two-fold - partnering with authentic social creatives on engaging, educational and exciting content to support the launches, and on launch day drive sales through affiliates. 

The key to the Quencher's success was that it became a phenomenon authentically after being discovered in the US by mummy bloggers. This was something we wanted to further tap into with our UK strategy. We wanted the influencers we worked with to discover the Quencher in real-time and capture their experience with it.

When recruiting our ambassadors, we looked at building a mix of macro and mega influencers from a variety of backgrounds including lifestyle, fitness and first-time mum's. A key element here was looking at how the Quencher would organically fit in and aid their daily lives making the content feel as authentic as possible.

We also looked at creating content splits, focusing reel content around education and the USPs of the Quencher and stories on the day of launch focused around driving sales and clicks to the website. 

Allowing creators flexibility and creative freedom created successful engaging content that generated link clicks, reach and ultimately sales with the Quencher drops selling-out in rapid speed. 

The engagement rate for #AD content for the UK influencer drops continues to perform well above the industry average of 0.63% on Instagram and 4.25% on TikTok coming out at 16/18%. 

In the 2023 Quencher launch year, we have worked with over 60 influencers as ambassadors resulting in a reach of over 20 million.