This campaign helped Starbucks speak directly and authentically to the Latin American audience by tapping into influencers and their family members who shared their personal stories that young Hispanic adults could relate to during the holiday season.
The objective was to amplify the Starbucks holiday message by telling uplifting and entertaining stories within inclusive cultural spaces. These stories were meant to celebrate the special communities & rituals that fill holiday cups within the Latino community, with the extra bit of magic that only Starbucks, and their 2024 holiday cups, could add.
We worked with prominent voices within the Latin American community, and brought in their closest family, to create and utilize influencer produced custom content to drive awareness and engagement for Starbucks throughout the holiday season. Working with influencers who were able to not only speak directly to the core audience but speak to them in a way that was authentic helped drive increased engagement across all assets. Both Reyna and the Salgueors, who both have strong millennial Hispanic followings across their social channels, were able to create content that resonated extremely well with their followers and drove strong engagement across social and digital channels.
All elements of the campaign showed strong performance. For the content/social portion, not only did the campaign exceed the video goal by over 4M but it finished with an organic engagement rate of 8.35%, exceeding the 4.0% benchmark. The users who were exposed across the talent social channels as well as the Comedera and HipLatina channels were highly engaged with the content as the videos brought in over 12.4M video views along with 58K clicks as the users were not only learning more about the influencers holiday rituals but clicking to learn more and read the articles. All four articles exceeded the 20K page views goal along with an average time spent of 01:40, exceeding the 01:00 benchmark.
For the digital portion of the campaign we utilized article widgets, premium video, CTV and display units to further amplify and drive engagements for the content that was created. The units brought in an additional 6.8K clicks along with 2.7M completed video views. The audience amplified video units proved to be strong engagement drivers, exceeding the VCR benchmark of 76% and finishing at 76% along with a .23% CTR as the users were not only viewing the videos but clicking to learn more about the influencers and how Starbucks fit into their holidays.
