Short-Form Video Platforms and the Reactivation of Traditional Brands: A Case Study of Stanley’s Marketing on TikTok

Abstract

In the last few years, short-form video platform greatly changed digital marketing. Unlike other ads, things like TikTok are using the algorithm to give out their contents along with user interactions so you don’t need huge amounts of promotion for them to be seen. This paper studies the role of short form video marketing in reactivate traditional brand by analyzing the case of stanley cup. With the application of AIDA model as analytical model, it analyzes about which type of content generates attention, interest, desire and Action through short form videos. And the main mechanism is about algorithmic visibility, creator's credibility, scarcity by going viral and users' involvement. These show that marketing messages get into daily stuff and spread because people talk to each other. Based on the research results it is found that the reactivation of traditional brands on short video websites is due to a combination effect from platform algorithm, influencers behavior and taking part in online activities. It gives us some new ideas about digital marketing communication as well as how real brands can talk to young people.