CREATING THE FOURTH SPACE by Manning Gottlieb OMD London for Starbucks

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CREATING THE FOURTH SPACE

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Industry Cafe
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released September 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: STARBUCKS
Product/Service: STARBUCKS
Date of First Appearance: Sep 4 2009 12:00AM
Entrant Company: MANNING GOTTLIEB OMD, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/starbucksuk?ref=ts
Account Manager: Nicola Yeo (Manning Gottlieb OMD)
Senior Digital Planner: Tom Braybrook (Manning Gottlieb OMD)
Digital Business Director: Richard Hollidge (Manning Gottlieb OMD)
Account Executive: Wayne Harris (Facebook)
Head of Brand Marketing: Amanda Royston (Starbucks)
Media placement: Press Campaign - Pages, Consecutive Fractional Ads. - National Press And Supplements. - 4th September 2009
Media placement: Outdoor - London Underground. - Digital Escalator Panels. - 7th September 2009
Media placement: Outdoor - Digital Screens - Westfield LCDs, Forrest City Screen, Canary Wharf, Piccadilly Lite - 5th October 2009
Media placement: Outdoor - Proximity 6 Sheets And Street Talk - 5th October 2009
Media placement: Online Campaign - Home Entertainment Ad, Homepage Reachblock Ad, Become A Friend - Facebook. - 7th October 2009

Results and Effectiveness
“It was the most successful marketing piece of social media activity Starbucks has ever run in the world to date” Alexandra Wheeler (Starbucks US digital Strategy Director) Number one Facebook group in the high street in less than six months. 307k Starbucks fans on Facebook and still growing. 9,000 weekly visits. 1,000 weekly wall comments. Starbucks fans have now become the most influential source for all our marketing today challenging the way we work.

Creative Execution
We built our fourth space on the most sociable site, Facebook, providing our most passionate fans with the tools to participate in, engage with and provoke discussion with us and each other. It was the perfect platform to reach our advocates in one place and bring them together, allowing us to talk to one large community rather than fragmented targeting. We used the site as a marketing platform. We asked for their suggestions, we shared our ideas with them, we responded to their concerns, we celebrated Fairtrade’s birthday with them -reinforcing our trustworthy credentials and treated them to free muffins that drove them back into store. They became our modern day marketing team. We invited Facebook’s broader audience to participate in open and localised two-way conversations with our fans where they shared their experiences of the brand generating ‘earned media’ through their postings and content creation.

Insights, Strategy & the Idea
Inspired by Italian coffee culture and Milan’s famous espresso bars, Starbucks launched on the high street and revolutionised the coffee shop. It created a hub away from home, away from work where people came together. It became known as the ‘third space’. Our Starbucks fans were becoming promiscuous and settling for cheaper alternatives that were invading the high street. We needed to build loyalty and reignite the passion they had for the brand. We identified that the Starbucks environment was a key differentiator to the competitors on the high street, its local bulletin board, friendly staff and comfy settings set it apart from the rest. We needed to recreate the Starbucks environment and make it more accessible, more often. We needed to create the fourth space.