Starbucks THE BANK Recap 20-03-2012 FINAL PPT copy
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Transcript of Starbucks THE BANK Recap 20-03-2012 FINAL PPT copy
STARBUCKS ‘THE BANK’ GLOBAL LAUNCH
March 19th 2012
ON MARCH 9TH 2012 WE CHANGED OUR GAME.
We embraced a new way of communicating it to the world.
We changed the Starbucks coffee experience.
We reframed our story to be not just a coffee narrative, but also one about design, innovation & sustainability.
Using a new language, we reached out to influencers at home and afar.
The hundreds of (micro) communities around the globe that cater to the cultural and creative elite.
Design blogs, innovation sites, business press, sustainability pundits and coffee geeks.
We told our story in their language, not ours. Gave them the images they wanted to publish, not necessarily the ones we were comfortable to give. And entered a
dialogue with them in order to
adapt our story to meet their
specific needs.
WE CELEBRATED OUR LINK TO HOLLAND’S COFFEE HERITAGE AND PUT LOCAL DESIGN TALENT IN THE SPOTLIGHT
91 Dutch publications
3 National Radio interviews
2 Television reports
Reaching 6.7 million people
AND MADE IT A SYMBOL OF RENAISSANCE
and more
AND THE RESULTS WERE EXTRAORDINARY
GIVE OR TAKE
72,000,000 TOTAL REACH 10,000
TWEETS THAT REACHED
8,000,000 PEOPLE
5,500 SOCIAL MEDIA SHARING*
1,200 ARTICLES PUBLISHED
THE SUPERLATIVE RESULTS
*THIS # INDICATES HOW MANY PEOPLE SHARED THE STORY DIRECTLY FROM AN ONLINE PUBLICATION VIA FACEBOOK, GOOGLE+, PINTEREST & LINKED-IN. WE’VE EXCLUDED TWITTER FROM OUR CALCULATIONS BECAUSE THAT’S LISTED SEPARATELY ON THIS PAGE. THE EXAMPLE UNDER IS FROM DEZEEN. NOTE THE PINS!
WE ACTIVATED EVERY MAJOR CULTURAL INFLUENCER THAT MATTERS
AND BECAME THE TALK OF THE TOWN AMONG GLOBAL BUSINESS LEADERS
WHO EMBRACED US THE WAY WE WANTED THEM TO
WE IGNITED GLOBAL TWITTER CHATTER
WHICH LED TO EVEN MORE GLOBAL TWITTER CHATTER (RETWEETS)
AND EVEN MORE GLOBAL CHATTER (PINTEREST)
And they are still passing it on today and asking for more…
TODAY WE SHOW UP ON GOOGLE IN IN ALMOST EVERY LANGUAGE ON THE PLANET
The story of Starbucks The Bank continues in-store.
We openly invite people to tweet about their experience using
#starbucksthebank.
We interact with them, respond to their queries
and give them reasons to follow us and ‘Like’ us daily
Starbucks The Bank is only the beginning of our journey.
We have created expectations, and now we must live up to them.
Innovatively, sustainably and socially.
THIS IS ONLY THE BEGINNING OF OUR JOURNEY. WE HAVE CREATED EXPECTATIONS, AND WE MUST LIVE UP TO THEM – SUSTAINABLY, SOCIALLY AND INNOVATIVELY.
ON MARCH 9TH 2012 WE CHANGED OUR GAME…
…AND THE WORLD LISTENED.