STARBUCKS BY NESPRESSO LAUNCH

THE BRIEF

One of the world’s most recognisable coffee brands, Starbucks, was for the first time going to be available in capsules in the supermarket. FORWARD was briefed to promptly build positive wide-reaching awareness of the new Starbucks by Nespresso range as a quality coffee amongst Australian coffee drinkers.

THE CHALLENGE

People often drink coffee with their phone in their hand, scrolling through their social feeds – and this is where we wanted to reach them. We needed to ensure they wouldn’t miss the new Starbucks by Nespresso range so a big bang was required that would create thumb stopping content.

OUR RESPONSE

Our strategy was to make as much noise about the new Starbucks by Nespresso range within a 24-hour period as we could and focus on Instagram stories to drive talkability.  By working with leading celebrity, macro and micro influencers we could tell the Starbucks by Nespresso story from many angles, driving engagement and advocacy.

To drive influencer engagement and provide a focal point for story content creation, we hosted a series of bespoke coffee masterclasses hosted by brand ambassador, Poh Ling Yeow.  Where the influencers could get creative and personalise their own Starbucks recipes using ingredients inspired by Australian food trends.

We would create a stylish, interactive experience that influencers could share through Instagram stories, a platform that we know is increasingly where more and more of our audience’s attention on social media is being directed.

Phase One – Thunderclap: 24 Hours of Influencer Content

We collaborated with 57 influencers who were known for creating premium food and lifestyle content.

The influencers attended the Starbucks by Nespresso coffee masterclass, interreacted with the product, created bespoke coffee recipes and developed amazing content that showcased the premium nature of the product. This generated a thunderclap of activity that inundated the target audiences’ stories quickly and efficiently.

To further extend reach, all the influencer content was amplified on Starbucks at Home’s social channels via Instagram stories.

Phase Two – Partnership: Celebrity Influencer Poh Ling Yeow 

Rather than recreating traditional recipes that Starbucks is famous for 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 recipe images and GIFs for each of the recipes for use in media outreach and on Starbucks at Home’s social channels.

Poh also shared campaign recipes on her own channel with messaging tying back to the launch of the coffee range and its quality coffee credentials.

Phase Three – Amplification: 6 weeks of micro influencer content

In addition to our macro-influencers, we also engaged micro-influencers to extend the life of the campaign and outside of the event to highlight how the Starbuck by Nespresso range could be enjoyed at home.

THE RESULTS

• Within the first 24 hours we achieved a 261 Instagram story frames with 15.2 million OTS
• Across the next six weeks we achieved 47 additional Instagram posts and stories with an additional 4.7 million OTS
• 74% of the Instagram coverage was earned/unpaid = 195 stories/posts, 14.7 million OTS
• Overall engagement across all the content was 3.2% with 620,000+ comments, likes and shares
• Exceeded total campaign KPIS by x2.7 (Volume) x1.9 (OTS)
• The brand achieved double the average market share for a new product in the first three months from launch

This campaign is finalist for Influencer Strategy of the year in 2020 Mumbrella CommsCon Awards