Starbucks social media marketing campaigns and customer insights

1. DIGITAL MARKETING
COMPONENT 1
BY : ZAINAB HASAN

3. COMPANY INFORMATION
Starbucks Corporation is an American coffee company and
coffeehouse chain. Starbucks was founded in Seattle,
Washington in 1971. As of early 2019, the company operates
over 30,000 locations worldwide.
MISSION STATEMENT – To inspire and nurture the human
spirit – one person, one cup and one neighbourhood at a time.
KEY PRINCIPLE – When we are fully engaged, we connect
with, laugh with, and uplift the lives of our customers- even if it
is for a few moments. Sure it starts with the promise of the
perfect beverage, but our work goes far beyond. Its more
about the human connection.

5. HOW STARBUCKS CRUSHES IT ON SOCIAL
MEDIA
Starbucks is known for lots of things: great coffee, friendly baristas, and a near-complete
takeover of practically in very street corner in America. It's also known for it's killer social media
strategy. Look at a few of the eye-popping Starbucks social media statistics:
• 37.2 million Facebook likes.
• 11.4 million Twitter followers.
• 17.9 million Instagram fans.
• 226K YouTube subscribers.

10. STARBUCKS BEST SOCIAL
MEDIA CAMPAIGNS

11. UNICORN FRAPPUCCINO
Platform used: Instagram
What Starbucks did
As part of the rollout of its Frappuccino Happy Hour, Starbucks
rolled out the Unicorn Frappuccino, for one short week in April
2017.
The purple-and-pink nightmare seized on nearly everything that
makes millennials tick (and their older counterparts sick):
limited-time scarcity, a fear of missing out, and the sheer
Instagrammability of the frozen, pastel-hued abomination.
Why it worked
The Unicorn Frappuccino, and its hashtag, generated nearly
155,000 Instagram posts during that time period.
What you can learn
Manufacturing scarcity is one of the oldest tricks in the book—
but capitalizing on it via social media can create a viral
sensation. Starbucks knew the drivers that would trigger its
young, social media–savvy audience—and pounced.

12. TWEET-A-COFFEE
Platform used : Twitter
'Tweet-a-Coffee’ campaign let people give a $5 gift card
to a friend just by putting both ‘@tweetacoffee’ and a
friend's handle in a tweet.
What Starbucks did
The coffee was obviously not free, so the users had to
link their Starbucks account to Twitter (and create one in
the first place if they didn’t have one before!) and their
credit card to the account.
In two months, more than 27,000 users had tweeted a
coffee. It was calculated that the promotion brought
around $180,000 worth of coffee. Not only that, but
Starbucks got the info, such as Twitter handles, for
thousands of coffee-lovers!

13. MEET ME AT STARBUCKS
Platform used: Facebook
What Starbucks did
The company launched the “Meet Me at Starbucks”
social media campaign in 2014. Starbucks gave their
customers the chance to win free coffee for a year in
exchange for their “How We Met” story. For the whole
year! You can imagine the level of response to that. The
#HowWeMet hashtag was used to spread the contest
and let people read each other’s engaging stories. The
campaign was introduced worldwide, so people got to
read the most exciting stories.
Starbucks is surely a great place for first dates, second
dates, meetups with friends, and even lunches with
strangers.

14. BLONDE ROAST
Platform used : Facebook
What Starbucks did
To promote its new blonde roast, Starbucks did a
coffee giveaway that was promoted through its social
channels. One of the central features was a Facebook
app that allowed people to learn about the new
product, claim a free cup of blonde roast and send e-
cards to their friends.
Starbucks also tweeted about the new brew and
product giveaway, with some posts directing people
back towards the Facebook app. But it wasn’t all
organic content. Starbucks also invested in Facebook
ads and Twitter ads that were targeted at certain cities
to make them more personalised. This is a fairly simple
but well coordinated social campaign that likely had a
big impact on promoting awareness of the new coffee.

15. BEHIND THE SCENES
Platform used: Instagram
This simple idea is a great way of creating a
closer relationship with customers and softening
the company image by showing the people
behind the product. Starbucks doesn’t rely on
any competition hashtags or gimmicks, but
simply posts interesting images that give people
a view behind the scenes of the company.
Starbucks also reposts photos taken by fans that
show its coffee cups in different locations.

16. THE RED CUP CAMPAIGN
Platform used : Instagram
The Red Cup Art campaign asked that customers
use their red cups to create festive art projects
and share them online after snapping pictures on
their smartphones. The hashtag #redcupart was
born and participants were incentivised to tag
Starbucks and share their art with them by way of
entry in to a prize draw for an exclusive
Starbucks card promising a years’ worth of free
coffee.
The campaign appealed superbly to their
millennial audience’s basic need to create an air
of individualism via their social profiles and in the
process, grew their Instagram following to more
than 12 million users. A hugely successful
campaign all powered by a mobile app based
social media platform.

17. PUMPKIN SPICE LATTE
The pumpkin spice latte —or PSL, for the
connoisseurs— was made popular by java giant
Starbucks, and it has since took on a life of its own
thanks to the kind of hype that can be created
through social media promotion. The pumpkin spice
latte has become a veritable equinox symbol, on par
with foliage, sweater weather, and apple picking. The
beverage's periodic recurrence generates major
buzz, but also induces feelings of nostalgia when it
comes back around. After all, it's a representative fall
figure with a pumpkin flavor, and people have
emotional connections to things like pumpkin pie,
helping Starbucks to create those deep relationships
with consumers.

18. CONSUMER INSIGHTS

19. CONCLUSION
Starbucks has a big brand presence online. Not because they have millions of dollars for
Marketing and Advertising, which they do have, but because they are one of the most
engaging companies online. If you are fan of Starbucks coffee, and a bit Internet savvy, then
chances are you have come across one of if not all of Starbuck’s Social Media Pages.
Starbucks has made it a point to take its successful offline branding strategies and implement
them online. Its online image and messages have stayed consistent with their brand values,
which are honesty, sincerity, and connecting with its consumers on a level unlike any other
brand. The offline Starbucks Culture has taken to the airwaves of the Internet and Social
Media. Starbucks’ core social strategy can be encapsulated in their CEO Kevin Johnson’s.
“Loyalty” remains the cornerstone of our digital flywheel”. The coffee brand devotes its efforts
to communicate with their customers and has undoubtedly become a fan favourite. The brand
responded to 95% of the conversations generated by the 158 Posts they published, receiving
100% positive sentiment from their audience. Fans initiated 23,600 conversations on their
Facebook wall. Starbucks participated in 9% of these conversations. They appear to
participate more when fan conversations on their wall have more positive vibes than usual.

20. THANK YOU