Vega Awards Gold Winner Winner

2023

Starbucks RTD | 'In No Time'

Entrant Company

Extrategic Culture, Inc.

Category

Social Media (Campaign) - Food & Beverage

Client's Name

Starbucks | OMD

Country / Region

United States

Challenge

Starbucks wanted to amplify the portfolio messaging and variety of RTD drinks Starbucks has to offer while driving awareness and educating Hispanic consumers on the variety of flavors and its convenience as an on-the-go product.

Cultural Nuance

'En Un Dos Por Tres' (in no time) - Hispanics are quite optimistic and energetic, and ‘in no time’, no matter the moment they are living, can turn any situation into a positive experience!!

Solution

An influencer content marketing campaign led by Hispanic influencers highlighting how Starbucks RTD Frappuccino transforms everyday Latinos 'on-the-go moments into joyful experiences, giving them the energy and mental clarity, they need, whenever and wherever they are.

Timing

6 weeks (5/15 to 6/30/23)

Key Elements: 4 Influencers (full management), Turnkey content production - 8 content pieces, 17x posts across Instagram, TikTok & YT Shorts, optimized social media paid amplification, Measurement & Analytics

Key Results

• 9.7 million impressions across the platform (1.7x higher than the goal)

• 244K Engagements (1.6x higher than goal)

• 69% comment relevancy rate (3.5x higher than benchmark)

• 89% positive sentiment

• 2.7% Engagement Rate across platforms (1.8x higher than the goal)

• 1.8% Eng. Rate on Instagram reels (1.5x higher than benchmark)

• 1.6% Eng. Rate on Instagram stories (1.6x higher than benchmark)

• 2.8% Eng. Rate in TikTok (2x higher than benchmark)

• 7.8% Eng. Rate on YouTube shorts (3.5x higher than benchmark)

Credits

Starbucks
Jennifer Obiyo
OMD
Analisa Vallejo
Extrategic Culture
Diana Pieretti
Extrategic Culture
Jeffrey Duque
Extrategic Culture
Vanessa Zoghbi
2023
Social Media
Collective Voice | Vega Website Awards 2023 Winner

Entrant Company

Collective Voice

Social Media (Campaign) - Influencer Marketing

Country / Region

United States

2023
Email Newsletters
Zeta Global | Vega Website Awards 2023 Winner

Entrant Company

Zeta Global

Email Newsletters (Single) - New Category (Email Newsletters)

Country / Region

United States

2023
Website & Mobile Sites
Mr. GRIPS GmbH | Vega Website Awards 2023 Winner
LINDEMANN Germany GmbH

Entrant Company

Mr. GRIPS GmbH

Website & Mobile Sites - Business-to-Business (B2B)

Country / Region

Germany

2023
Website & Mobile Sites
Organic | Vega Website Awards 2023 Winner

Entrant Company

Organic

Website & Mobile Sites - Best Visual Design - Aesthetics

Country / Region

United States