Background

The global pandemic led lockdown went live in India from March 2020. As a result, Starbucks outlets all over the country had to shut operations (walk-ins, takeaways and deliveries) completely. For a brand that prides itself on its unique offline experience, the brand faced a risk of losing brand love among even diehard loyalists (in the absence of a product/ service). Starbucks hence, wanted to find a way to keep the brand connected with its community albeit on a very tight budget. The objective was to remind people why they love Starbucks in the first place but do it completely online. Along with engagement on social media Starbucks had to reassure customers that even in uncertain times there was hope that some amount of normalcy would be restored in the months ahead.

Describe the strategy

Target audience: Starbucks Regulars Two insights were observed in the world of a Starbucks regular. 1: External - They began to message the brand on social media expressing how much they missed visiting the café 2: Internal – The calling out of orders with the customer’s name is unique to Starbucks and heard in cafes across the world Our Approach – To marry the two insights into a virtual Starbucks experience in a manner reminiscent of its offline experience on Instagram, where we have the most vocal and interactive audience. Creative Idea - We used Instagram voice notes to recreate the most memorable experience at any Starbucks outlet across the world - the personalized Barista order call-outs.

Describe the execution

Launch: Instagram post with a hopeful message and a caption asking followers to share their favourite drinks (Java Chip Frappuccino, Caramel Macchiato, etc.) with the brand in return for a surprise The surprise: The brand recorded barista call-outs for these drinks via Instagram voice notes (from home) and these virtual call -outs were then delivered via direct messages (DM's) on Instagram. In a brand first move, the call-out ended with the phrase "See you soon" to signal the hope of things getting back to normal. Timeline: 7 days Amplification: The brand sent popular brands and celebs and influencers who were following the Instagram handle, their own virtual call-outs too, who then shared those call-outs on their Instagram stories. Stories shared by happy customers featuring their personalized call-outs were re-grammed and received tremendous traction. Budget: 150 USD spent in promoting the post

List the results

1200+ Favourite drinks shared by Starbucks regulars which enabled 1200+ Call-outs to be delivered in 6 days 3300 + Positive Comments 123000 + Impressions 200+ Stories featuring our DM’s shared on Instagram 100% Positive Sentiment 2000+ direct messages received in the Starbucks Instagram inbox with a "Hope to see you soon too" The sound of a happy memory always makes you happy. The Barista Call-out is the most strongly associated aspect of a Starbucks experience. Starbucks regulars are used to and enjoy, in fact even look forward to hearing their name called out with their order. Due to the lockdown of outlets, Starbucks regulars began to miss their favourite hangout spot and the coffee. They shared these feelings in the form of throwbacks on Instagram. By enabling the sound of the Barista Call-Out the brand managed to revive a joyful connection with its loyalists.