Tengyao lo (raymond) adv 892 starbucks social media campaign
description
Transcript of Tengyao lo (raymond) adv 892 starbucks social media campaign
Starbucks Social Media CampaignSpread the Seasons Greeting
Together, We Care
Tengyao Lo (Raymond)
ADV 892
About Us & Our Mission
• The story began in 1971, a single store in Seattle’s Pike Place Market.
• Today, we are serving in more than 16,000 locations in over 50 countries.
• Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Market Analysis
• Market situation
• Role in the market: market leader
• Market major competitors
Campaign Objectives & Positioning
• Strenghten brand awareness and preference
• Differentiate itself from the competitors
• T-B-C Model: relate the campaign cause to the customers
New Media Usage
• Emphasizing the use of new media tools
• Using various social media channels promoting the campaign
• Relating the message to the season holiday
• “Spread the Seasons Greeting” Like it, Follow it, Digg it, Blog it & Google it
Campaign Channels
• Facebook: Increasing campaign support
• Twitter: Spread the words
• YouTube: Seeing is believing
• BLOG: Real people, real stories
Emphasizing the use of BLOG
• BLOG: Real People, Real Stories
• Blog Content: SEO Friendly
• Increasing the use of video footage
• Emphasizing the campaign cause
Campaign Timeline
Nov-Nov1
5
Nov15-D
ec
Dec-Dec1
5
Dec15-Ja
n20%
10%20%30%40%50%60%70%80%90%
100%
Campaign Effectiveness Measuring
• Use of online surveys
• Integrating surveys with coupons to increase respond rate
• Brand listening and monitoring