Starbucks aims to increase engagement of their target Generation Y audience through a digital media campaign utilizing social media contests and promotions, a mobile app rewards program, and consistent branded content across platforms to drive traffic and positive word-of-mouth advertising. Key performance indicators include growth in social media followers and engagement as well as website and mobile app usage. The campaign budget allocates $8.5 million, or 9% of the total advertising budget, towards these digital initiatives.

1. STARBUCKS
D i g i t a l
M e d i a
C a m p a i g n
2 0 1 3
Emily Bratcher

2. q THE
TARGET AUDIENCE r
Generation Y: (1970’s-2000’s)
- Tech-savvy & social media based
- Smart phone obsessed
- Nicknamed “Generation C” for
“connected” because of emphasis
of social media in their daily lives.
also consists of those who…
- Income: middle to upper class
- Health Conscious
- Environmentally Friendly
- Value Quality

3. The BIG Idea
!e "eme #
[
consumer engagement
- Starbucks is the top coffee shop chain in the United States
- Brand awareness has already been achieved
The new goals:
• Engaging the consumer by
adding appealing content and
contests.
• Increasing earned media.
• Reaching target audience on
multiple digital platforms.
Integrating positive customer
service in daily lives.
• Consistency between all
media outlets.

4. Tools y Tactics
1st Step
Create relevant,
branded content
that has a strong
presence in 2nd Step
search engines. Reach target
audience by pushing
and promoting
3rd Step Starbuck’s content.
Make the content
engaging and grab
the attention and
interest of the 4th Step
audience. Capture sales by
making the
purchasing of
5th Step products quick and
Post purchase. easy.
Satisfying
consumers so they
engage in positive
word of mouth.

5. c STRATEGY
All parts of the digital strategy
9Social Media:
Facebook
Twitter
Pinterest
Instagram
Youtube
should promote COHESION AND A Mobile:
CO NS IST E NT BRA ND IMAGE of the Mobile Website
q uality and experience that Functional Apps
Various Platforms
S TA R BU C K S o f fe r s .
Multiple Medias
y
QR Codes
Internet:
Search/keyword
Each medium should CAPTURE THE
Banner ads
CONSUMER’S ATTENTION with appealing SEO
aesthetics and relevant content Google Adwords
in an easy to use platform. Blogs
9 Website

6. Social
Media Strategy
q
q
Facebook Twitter Pinterest
YouTube. LinkedIn. Instagram. Google+. FourSquare.
Contests Harmony Content
-Brand Involvement. -Brand image for all sites -Visually appealing.
-Word-of-Mouth. should be the same. -Up to date.
-Huge audience on social -Links to other social -Variety of media
media sites. media/websites. (photos/videos).
-Shares and Likes. -Complimentary content -Easy to share with
-Increase in fans and without excess overlap. other social media sites.
followers. -Don’t over-brand social
-Engagement with media pages.
products/services. -Worthy/interesting
-Appropriate for type of posts and media.
social media.

7. Internet y Mobile
STRATEGY
Mobile App Website Adwords
Sharing Stars★ and Blog…
Keywords
Earn stars for The website has Starbucks, Coffee, Tazo,
purchasing food and information, links, and Tea, Coffee House, Blended
beverages from also feeds from all social Coffee, Frappuccino,
Starbucks when you use media sites and the blog. Mocha, Latte, Cappuccino,
your app. One for you, Easy place to purchase Espresso.
and one for a friend Starbucks merchandise. Beverage Name:
that you can share via The blog is for up-t0-date Pumpkin Spice Latte
Facebook. Once you earn news on everything Misspellings:
10 stars, you get a free Starbucks. Starbuck, Cofee, Coffe
beverage!

8. %
%
Performance
KEY Indicators
Goal: Increase brand
involvement and engagement
Performance Indicators:
- Increase in fans and followers.
- New visitors to social media Radian 6 will be used to
pages, websites, and blog. monitor success.
- Video views.
- Media/content sharing.
- Time on websites and pages.
- Increase in likes, comments,
tweets, mentions, and
referrals.

9. 9
9
Budget Digital Media 2013
Total Ad spending in 2012 Agency Rates
$88,128,626 $250/hr x 50 hrs/week
$12,500/ year
7% spent on digital
advertising Ad Words
$6,169,003 Total Clicks~500, Total Impressions~50,000,
Average Ad Position~1.4
Total cost~$1,500/ day
Advertising budget 2013 $547,500/ year
Increase by 8%
$95,178,916
Increase digital
media by 9%
$8,566,102

10. STARBUCKS Digital Media Summary
Goal: To increase consumer involvement and
engagement.
Strategy: Contests on social media sites, appealing content on all
digital mediums, “Sharing Stars” mobile rewards program,
and harmony among all social media sites.
Success Measures:
Likes, follows, visits, and overall increase in
engagement on social media sites,
website, blog, and mobile apps.