Starbucks RTD | 'In No Time'

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)