An Innovative Starbucks Collaboration

Starbucks has often been an innovator, going back to the days when it introduced free Wi-Fi into its stores.
So, the recent launch of its new Starbucks Refresher fits right in for the retailer.
As Nielsen reports:
“A product launch is a critical time to drive awareness and brand favorability — even more so when focusing the launch on a specific market. Starbucks, the world-leading specialty coffee brand, teamed up with, a women’s media platform and one of the largest online lifestyle networks, for the launch of its all-natural energy drink, Starbucks Refreshers. Starbucks turned to to connect with an ideal audience for its launch: the influential mom.”
“Using Nielsen Online Brand Effect’s collaborative platform, Starbucks and were able to log into the same system and work together on campaign brand performance in real-time, yielding an 11.3 percent lift in awareness among consumers exposed to the campaign. SheKnows.­­­com was identified as among the top one-third of publishers in the Starbucks media plan, which led to an incremental budget increase of 12 percent.”
Click the image to read more.


This entry was posted in Online Retailing, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing and tagged , , , , , , , , , . Bookmark the permalink.

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