My Starbucks Is…
Starbucks is already THE name in coffee. But in North America, 51% of those loyal to Starbucks Cafes weren’t routinely buying Starbucks packaged coffee to brew at home. To change this, we needed to find a way to bring the experience of the Starbucks cafe into shoppers’ homes.
“My Starbucks Is ______” invites shoppers to bring the magic of the cafe home by putting common cafe experiences such as book club or people watching into the context of their home. To do this, we showed families enjoying time together with messages like “My Starbucks is where I catch up with my best friend.” Through TV spots, magazine placements, and digital engagements, we showed shoppers that enjoying Starbucks at home can be even more personal and intimate than what they’ll find at the cafe.
The results: Pointing to the success of the campaign, the brand saw a rise in purchase intent, sales, and an increase in total household spend over the time the campaign ran. Lifestyle content resonated well with our audience— with video engagement and content sharing far exceeding benchmark expectations.