While Starbucks is a category and market leader, the summer beverage landscape is increasingly crowded and competitive. Consumers have more choices for summer refreshment, so even leading brands like Starbucks must actively work to stay top of mind for their target consumers.
Increased Frappuccino sales was the primary business goal of this summer initiative. In order to achieve that goal, Frappuccino needed to either inspire existing consumers to make incremental purchases, or they needed to reach new consumers and inspire first-time purchases.
We identified and partnered with social media Influencers who had minimal overlap with the Frappuccino social media followers to provide reach to new audiences that the brand could reach on its own.
Nielsen confirms that 77%* of people are more likely to buy a product that's recommended by someone they trust. We wanted to leverage the affinity that the Frappuccino target has for Influencers, and have them recommend the brand on our behalf to both reach new consumers and activate existing fans of the brand.
In Summer 2015 Frappuccino tapped the most influential and creative makers in social media to spread the word that you should celebrate summer by grabbing a Frappuccino to #MakeSomeFun.
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