One of the world’s most recognisable coffee brands, Starbucks, was for the first time going to be available in Nespresso-compatible capsules in the supermarket. Knowing that people often drink coffee with their phone in their hand, Starbucks By Nespresso needed an idea that would create a big bang of thumb-stopping content to ensure they wouldn't miss the new range.
We hosted a series of bespoke coffee masterclasses alongside celebrity chef, Poh Ling Yeow where media and influencers could get creative and personalise their own Starbucks recipes using ingredients inspired by Australian food trends. A stylish, interactive experience designed especially to be shared on Instagram Stories, the masterclasses created a thunderclap of activity that took over audience's social feeds. Micro influencers then extended the life of the campaign to highlight how the range could be enjoyed at home.
15 MILLION SOCIAL OTS IN THE FIRST 24 HOURS
We challenged Poh to invent six coffee recipes that had a distinctive Australian slant to them – and we believe she truly delivered with the likes of the Lamington Latte, Jaffa Hazelccino and Bushtuckaccino. A dedicated photoshoot was organised to capture beautifully-styled images and GIFs for each of the recipes for use in media outreach and on Starbucks' social channels.
261 Instagram clips with an OTS of over 15 million OTS in the first 24 hours of the campaign An extra 47 Instagram clips with an additional 4.7 million OTS across the next six weeks 620,000+ comments, likes and shares across all paid influencer content Helping the brand achieve double the average market share for a new product in the first three months of launch