REWARDING COMMUNITIES ON A LOCAL LEVEL by Manning Gottlieb OMD London for Starbucks

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REWARDING COMMUNITIES ON A LOCAL LEVEL

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Industry Coffee, Tea, Breakfast Drinks, Cafe
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released March 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: STARBUCKS
Product/Service: VIA INSTANT COFFEE AND PIKE PLACE ROAST FILTER COFFEE
Date of First Appearance: Mar 1 2010
Entrant Company: MANNING GOTTLIEB OMD, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/starbucksuk
Mobile Director: Mark Halliday (Manning Gottlieb OMD)
Head of Digital Strategy: Natalie Bell (Manning Gottlieb OMD)
Digital Account Director: Laura Quy (Manning Gottlieb OMD)
Digital Executive: Siobhan O'Duffy (Manning Gottlieb OMD)
Communications Planning Manager: Danielle Russell (Manning Gottlieb OMD)
Communications Planning Manager: Lauren Turner (Mannning Gottlieb OMD)
Communications Executive: Claire Lazarus (Manning Gottlieb OMD)
Media placement: Facebook Event And Polling Ads - Facebook. - 1st March 2010
Media placement: HTML5 Mobile Banners - 02 Media - 1st March 2010
Media placement: MMS Text Messaging Bought Against An ABC1 25+ Opted-In Audience - Millennial Media, Sky, YOC, 4th Screen And Appealing Media Mobile Networks - 1st March 2010

Insights, Strategy & the Idea
Starbucks already has a very loyal customer base but 2010 saw an increase in spend, market share and aggressive competitor messaging from the other top coffee houses, particularly Costa. It was important that rather than bow to pressure of retaliating with anti-competitor messaging, Starbucks continued to behave like a market leader and concentrated on its customers, not its competitors.
With this in mind the strategy was simple:
“Reward the local Starbucks Community through highly targeted connections”

Our goal with this strategy was to reward those core customers to further boost their loyalty to the brand, drive them into store more frequently and share with their friends. Importantly, the activity also had to align with Starbucks core brand behaviours, so fresh, new, and most importantly of all sociable.

Creative Execution
We used emerging channels to drive loyalty and engagement in local communities. Personal connections were made through Mobile and social connections through Facebook.
Facebook was used to drive fans in-store and challenge their friends to taste challenges.
We were also one of the launch advertisers for Facebook Deals in the UK, rewarding people who “checked in” to one of our stores with a free coffee on launch day or a free slice of cake if they brought a friend – leveraging the fan power of the existing community to create more fans.
Mobile HTML5 banners were both engaging and practical – integrating Google maps and GPS to tell you how close your nearest store was.
Finally we pioneered geo-fencing, location based messaging with O2. This meant we could send an MMS message to an opted in audience who fit our target audience profile – often cited as the Holy Grail of mobile marketing!

Results and Effectiveness
• 114,000 Facebook fans accepted an invitation to their local Starbucks… 113,000 engaged with our quizzes and polls.
• The Facebook community doubled from 180k to 360k – now the 8th largest in the UK!
• HTML5 mobile formats drove 10,150 free coffee voucher downloads in just 1 day!
• Filter sales increased by 23% across the sales period –
• 280,000 customers reached through location-based MMS targeting … all within half a mile of a Starbucks store.