🔍 North Face, Stanley & Snoop Dogg's PR Class

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180 days. The amount of days since I last saw my parents. They just drove from Florida to Austin for the holidays. They just both pulled up. And I’m so pumped. So, I’ll make this short and get right into it.

In today’s playbook you’ll learn:

Let’s get into it.

But first, a huge thank you to our partners AE Studio and AddGlow.

In Partnership With AE Studio

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Building an AI product is hard. Vetting engineers who understand AI is even harder - and ridiculously expensive.

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Their team of AI experts from Harvard, Princeton, and Stanford help you craft and implement AI solutions for your unique business.

They’ll help you execute:

They’re the 95’ Bulls of the tech world. Except you can actually talk to them.

PR campaigns used to take months to plan. It’s now a speed game.

How fast can you react to a moment? Craft a story. Inject your brand into the convo. While the window of relevance is still open.

Three brands who did a great job of it this year:

Lehhh do it.

1. Stanley’s 120M View Response

A woman’s car caught on fire. She posted a TikTok showing the remains of her melted car.

One object left unscathed. Her Stanley Tumbler. With the ice still in it.

The video immediately went viral driving 90 million views and hundreds and thousands of shares and comments. And drummed up endless coverage.

And within 24 hours, Stanley’s president stitched the video with a reply on TikTok.

He offered her free Stanley Tumblers. And a new car.

The result?

2. North Face's 16M Views Through Customer Service

A woman got soaked wearing a North Face “rain jacket” while hiking in New Zealand.

Kicker: the jacket was supposed to be waterproof.

So she recorded a video with a few requests:

The video got 11 million views - with requests sounding crazy impossible.

So what did North Face do? They delivered. Literally.

Within 5 days, North Face recorded a video of them grabbing a new jacket, hopping on a helicopter, and delivering it to her in the mountains.

The video racked up 5 million views.

Sure, it’s staged. But it shows that North Face is listening and is willing to go out of their way to help their customers.

They flipped the script by turning a story about an angry customer into one where they’re the heroes.

BTW - this doesn’t fix the product problem. Just highlighting the execution.

3. Snoop Dogg's $37M Earned Media Announcement

Snoop Dogg is synonymous with smoking weed. So, his 100 million Instagram followers were confused as hell when he said he’s “giving up smoke.”

The post drove 5 million likes. And thousands of publications covered it.

Confused and with anticipation - people waited for Snoop’s next post.

And on the backend of the anticipation was the launch of Solo Stove’s Snoop Dogg edition smokeless fire pit.

This is called the “viral headline first” approach to brand collabs.

The brand created a story opposite to Snoop’s persona which created shock value.

The first wave of media coverage: Snoop Dogg quits smoking?!

The second wave of coverage: Clarification about the post and collab launch.

The result for Solo Stove?

So here’s the Modern PR Playbook in a nutshell:

_{In Partnership With AddGlow}

How To Build A Reddit-Like Community On Your Site:

The problem with Facebook groups? No data.

Okay… and Slack Communities? Still not enough data.

Which is the backbone of any growth engine.

So, here’s how to build a community that drives revenue:

And because your community is on your domain, every post is a unique URL which increases SEO traffic.

This is how Geologie, Wonder Curl, and SweatTent are using AddGlow to build community that grows revenue.

Check out AddGlow to build a community growth engine. 

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