S T A R B U C K S B L O N D E E S P R E S S O

01 OBJECTIVE• To launch Starbucks new Blonde Espresso Roast and deliver a data-

driven OOH campaign, targeting and converting coffee drinkers across the UK

Starbucks Blonde Espresso

I N N O V A T I O N

02 STRATEGY• Ada was used to build a custom behavioural audience

through mobile location data over a 6 month period.

• The ‘Coffee House Hopper’ audience was identified as people who frequently visit high street coffee houses but are not loyal to any particular one.

• To execute the campaign effectively the best performing Large Format Digital inventory was selected to be part of the OOH media buy.

• All data in Ada is timestamped, allowing insights around time of day and day of week to be integrated in planning.

• The campaign was measured against brand metrics to determine the effectiveness of OOH and Ada on a Coffee House Hopper audience.

I N N O V A T I O N

• The Ada campaign informed consumers of the new blonde roast. After being exposed +45% said they were likely to try the new roast. Among niche Starbucks audiences this increased even further.

• As a result of exposure to the OOH campaign 25% of consumers made an incremental visit to Starbucks.

• 57% of those exposed to the campaign took some kind of action. Rising to 8 in 10 among specific roast choosers. The majority of consumers talked about the campaign or recommended it to others.

I N N O V A T I O N

25%25% of consumers made an incremental visit to Starbucks. +47%

+47% of consumers more likely to try new roast.

03 RESULTS