Thanks to an explosion of user-generated content surrounding the company’s insulated tumbler products, Stanley’s organic social and digital engagement is likely envied by more than a few brands. The “pack my Stanley with me” TikTok trend, for instance, has users converting the tumblers into mini backpacks by attaching a range of accessories to them—adding a whole new purpose to the product and inserting it into the cultural conversation.

But while Stanley excels at engagement from a digital perspective, its latest marketing campaign targeted toward college students intends to build emotional connections through in-person activations.

“As we think through where we want to be today and tomorrow, we need to deepen the emotional connection we have with Gen Z consumers,” said Graham Nearn, Chief Brand Officer at Stanley. “And there is no better way to deepen that emotional connection than meet these consumers where they are living their daily lives, when they’re at college.”

We spoke with Nearn about the campaign’s goals, student ambassador strategy, product innovation and the 113-year-old brand’s approach to tapping into culture by creating relevance.

The rapid rise of AI has created a lot of buzz, but for media and entertainment companies, the real challenge lies in cutting through the noise and preparing content for an AI-driven future. One of the most critical first steps is content indexing, or the organizing, tagging and categorizing of media. This process lays the foundation for AI to optimize operations, generate new revenue and ensure businesses are ready for the next wave of technological change. Read how monetization through content indexing can help companies gain a competitive edge.

Lastly, when it comes to marketing B2B software, technology customers expect a different level of digital engagement. The marketing of complex customer experiences now requires B2B software companies to rethink their strategies and embrace a new era attuned to an evolved “techsumer.”

Until next week,