Despite its decline, the deinfluencing trend still occasionally resurfaces, challenging brands and influencers alike. Brands like Stanley and Skims have shown resilience by leveraging strategic influencer collaborations and timely marketing to bounce back from controversies. The lesson for marketers is clear: authenticity and a solid crisis management strategy can mitigate the temporary disruptions caused by deinfluencing.

Stanley, a well-established brand known for its insulated tumblers, is actively engaging with Gen Z consumers through innovative marketing strategies. The brand has seen significant success in digital engagement, particularly with trends like the "pack my Stanley with me" on TikTok, where users creatively personalize their tumblers. However, to deepen emotional connections with this demographic, Stanley has launched a college campus tour called the Stanley Studio H2O, which includes in-person activations at 13 universities across the country. This initiative offers students free engraving with product purchases and aims to create memorable experiences that resonate with their daily lives. Graham Nearn, the Chief Brand Officer at Stanley, emphasizes the importance of connecting with Gen Z in their college environment, a pivotal time in their lives. The campaign's goals include fostering loyalty and ensuring that Stanley becomes a part of students' lives, not just during their college years but beyond. The brand's approach involves a multi-faceted strategy that includes a student ambassador program, partnerships with NIL athletes, a mobile pop-up tour, and a proprietary campus media platform to gather consumer insights. The ambassador program features 60 students who organize events and create content, enhancing brand visibility and engagement on campuses. Additionally, Stanley recognizes the significance of sports and fitness in college culture, collaborating with athletes to promote its products. The mobile pop-up tour allows students to interact with the brand directly, while the campus media platform facilitates giveaways and surveys to better understand consumer preferences. Stanley is also committed to sustainability, aiming to use over 50% recycled stainless steel in its products by 2025, with expectations to exceed that target. The brand collaborates with Water for People, a nonprofit focused on global water access, to align its initiatives with Gen Z's values regarding environmental responsibility. Partnerships with other brands, such as the recent collaboration with Barbie, are carefully chosen to reflect shared values of authenticity and empowerment. These collaborations enhance brand relevance and allow consumers to engage with both brands in meaningful ways. Overall, Stanley's marketing efforts are centered on authenticity, product innovation, and cultural relevance, ensuring that the brand remains a vital part of consumers' lifestyles. By focusing on emotional connections and sustainability, Stanley aims to resonate with Gen Z and build lasting relationships that extend beyond college.

In the ever-evolving landscape of social media marketing, TikTok has emerged as a powerful platform where brands can achieve viral success almost effortlessly. This phenomenon is not just about catchy dances or trendy challenges; it’s about how brands can leverage organic user-generated content to boost their visibility and sales. The article explores how four distinct brands capitalized on viral moments on TikTok, showcasing the importance of being responsive and engaged with their audience. Dr. Scholl’s, a brand traditionally associated with orthopedic footwear, found itself unexpectedly thrust into the spotlight when a TikTok creator showcased their stylish and comfortable sneakers during a European vacation. The video garnered millions of views, leading Dr. Scholl’s to quickly adapt by featuring the viral content on their website and launching new styles to meet the newfound demand. This response not only capitalized on the viral moment but also connected the brand with a younger audience. Stanley, known for its durable drinkware, experienced a viral moment when a TikTok video showed a Stanley cup surviving a car fire, still containing ice. The video went viral, amassing nearly 100 million views. Stanley’s marketing team responded promptly, with the CEO personally reaching out to the creator, showcasing the brand’s commitment to its customers. This engagement not only reinforced the product's quality but also solidified Stanley’s position as a must-have item, especially during the holiday season. The literary world also saw a viral success with the book "Pumpkin Spice Café," which gained traction on TikTok through aesthetically pleasing videos. The book, initially released a year prior, suddenly became a bestseller as TikTok users shared their love for it. The publisher capitalized on this momentum by creating a special edition and engaging with fans, ensuring that the book remained in the spotlight and continued to attract new readers. Lenox, a fine china company, experienced a revival of its Spice Village collection, which had been rediscovered by Gen Z. Fueled by nostalgia and the cottagecore aesthetic, videos showcasing these ceramic spice holders went viral, leading to skyrocketing resale prices. Instead of missing out, Lenox reintroduced the collection, effectively re-engaging with a new generation of consumers. Their strategic marketing efforts included building an email list for pre-orders and maximizing media coverage, ensuring they capitalized on the trend. Across these examples, the common thread is the brands' ability to listen to their audience and respond nimbly to viral trends. They demonstrated active social listening, engaged with their communities, and made swift decisions to leverage their newfound popularity. This approach not only helped them sell more products but also allowed them to connect with younger audiences in meaningful ways. In conclusion, the success stories of these brands illustrate the importance of being attuned to social media trends and the power of user-generated content. By embracing the unexpected and engaging with their audiences, these brands have not only survived but thrived in the fast-paced world of TikTok marketing. Future marketers can learn valuable lessons from these case studies, emphasizing the need for agility and responsiveness in their strategies.