starbucks campaign
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Starbucks launched a marketing campaign called "Apple of our Eye" to raise $50,000 for the California Fresh Fruit Association, increase quarterly sales by 5%, social media reach by 10%, and get 10,000 social media shares. The campaign targeted ages 20-35 on Facebook, Instagram, and Snapchat with the message of donating money to CFFA under a $30,000 budget, and would measure click rate, time on site, money raised, and new customers.
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- 3. Business Objectives • Social responsibility • Social media reach (FB. Instagram. Snapchat)
- 4. Goals of the Campaign – Raise, donate $50,000 for California Fresh Fruit Association – Increase quarterly sales revenue 5% – Increase social media reach (10%) – 10K share (social media)
- 5. Communications Planning 1. Market – age 20~35 2. Mission – Donate 50K to CFFA. 3. Message – Apple of our eye. 4. Media – FB, Instagram, Snapchat 5. Money – 30K 6. Metrics
- 6. Metrics • Click Rate (20%) • Total time spent on Site. • Amount of money raised • Customer-increase
- 16. THANK YOU