Case Study - Stanley Cup UGC （User-Generated-Content) Marketing Campaign Exercise

Case Study Introduction: Stanley Cup UGC Marketing Campaign Exercise

1. Overview of the Case Study
   This exercise introduces students to the fast-growing world of User-Generated Content (UGC) marketing by analysing the viral success of the Stanley Cup Quencher, a product that went from a century-old utilitarian bottle to a global social-media phenomenon. Students will explore how consumer communities, TikTok virality, creative content, and clever campaign design transformed Stanley into an “it-girl” lifestyle brand—with more than $750 million in sales, as highlighted in the Stanley Cup marketing report.

2. How does it work
   Students work in groups to analyse the Stanley Cup case, exploring why it went viral through product design, TikTok influence, community engagement, and UGC trends. They conduct market analysis using SWOT, segmentation, and positioning tools, then design a full UGC campaign with SMART goals, target audience profiles, chosen platforms, incentives, budgets, and performance metrics. Students also create sample UGC posts. The exercise teaches core marketing skills—UGC strategy, consumer behaviour, digital platforms, and campaign planning—and follows a structured flow from UGC introduction to case review, discussion, group work, and evaluation. Outputs include a 6–10 page campaign plan with analysis, strategy, and visuals.

3. Content
   • The exercise contains
   • An Introduction,
   • Group work description,
   • Marketing Plan Template (e.g., segmentation, SWOT, positioning map, budgeting, action plan),
   • UGC Group Activity Worksheet (e.g., SMART goals, platform selection, target audience research, UGC types, monitoring metrics), and
   • UGC campaign marketing reading
   • Marketing word search
   • UGC vs Starbucks and Stanley—which shows how Starbucks’ White Cup Contest used UGC to build community and engagement

4. Marketing Theories Learned
   This case study integrates multiple core marketing theories and digital marketing frameworks, giving students both analytical and practical tools. The main theories include:

1. User-Generated Content (UGC) Theory
2. STP Framework (Segmentation – Targeting – Positioning)
3. SWOT Strategic Analysis
4. Product Strategy & Product Life Cycle (PLC)
5. Social Media Marketing Strategy
6. Psychological Marketing Concepts
7. SMART Goal Setting
8. Marketing Mix (4Ps)
9. Marketing Metrics