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Leonie Bulman's recent articles
Starbucks drive advocacy for new Refresher by linking social with outdoor marketing
by Leonie Bulman on 17th July 2012
By using social media to encourage consumers to try their new Refreshers in-store, Starbucks succeed in generating buzz around it online.
Starbucks recently advertised their new Refreshers series of cold caffeine drinks on their Facebook page, by telling fans they could pick up a free one in any Starbucks during a certain time frame. The Facebook campaign is also linked with Twitter as users were encouraged to tweet using #StarbucksRefreshers.
Analysis shows that the Refreshers campaign strongly increased the level of “People of Talking about This” on the Starbucks page – a measure of how much fans are actively engaging with the brand. This is the result of fans sharing their experience of the new drinks and what they liked or disliked about them. Many also recommend others to either try them or not, according to how good their experience was. This shows that Starbucks succeeds in generating positive advocacy by linking a social campaign with real-life consumer experience of its products.
The Starbucks free Refreshers post achieves an increase in People Talking About This:
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- Starbucks’ engagement metric – People Talking About This – doubles after the free Refreshers are advertised: The first post garners over 70,000 likes and over 4,000 comments, a much higher engagement level than previous posts on the Starbucks page
Consumers tell others to try specific flavours and share their experience on Starbucks’ Facebook page:
- Starbucks fans discuss the "lime" flavor most: Those who tasted the drinks in Starbucks shops then discuss their experience with others online. Most are positive saying the drinks were "yummy", "delicious" and that they "recommend" them to others
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