CASE STUDY: Starbucks, JWT take consumers on a flavourful journey through nine planets

Background

Iced Frappuccino is Starbucks’ sales driver in China in summer. However, Chinese consumers were confused by the many customised options for the drink, which caused a barrier to enjoying a 'Frappuccino moment'. Also, the agency said it was challenging to promote the drink in an innovative way, as Frappuccino is not a new product.

Aim

Starbucks wanted to educate consumers about the different flavours, bring excitement to this 'hero product', and build emotional connection around 'My Frappuccino moment'.

Execution

JWT Shanghai launched Starbucks' first HTML5-based campaign (supported by iPhone/iPad devices) in China to promote its iced Frappuccino on 25 May 2012. To simplify the choices for Chinese consumers, the agency created nine Frappuccino planets, adapted to local tastes, and arranged them in a flavourful FrappGalaxy, which turned Frappuccino into a vehicle for self-expression and escape.

Consumers could scan the QR code on in-store postcards to experience the campaign site via mobile, choose their favourite Frappuccino planets to live in to win instant prizes, and share their Frappuccino moments with the world on Weibo. The planet with the most citizens became the hero of National Frappuccino Day, when all consumers could upsize their Frappuccino for free.

Results

From warm-up to campaign end (7 May to 9 July), Starbucks posted more than 60 tweets, which generated 234,541 retweets and comments, while its Weibo announcement of the limited-edition cups generated 80,000 retweets, making it the brand’s best performing tweet ever. The chain's Weibo fans have increased by almost 15 per cent to 432,419.

With a budget of 500,000 yuan (US$80,000), FrappGalaxy has inspired more than 95 million friend-to-friend recommendations, and sales of Frappuccino hit an historic high, up 14 per cent from the previous year.