Blast Radius and Starbucks on Building Brands for the Social Age at Forrester Marketing Forum

Sarah Dickinson, Strategy Director, Blast Radius
Alexandra Wheeler, Director, Digital Strategy, Starbucks

Sarah Dickenson, Blast Radius and Alexandra Wheeler, Starbucks, Forrester Marketing Forum 2009

From Ideals to Ideas

Navigating New Channels: Building Your Brand for the Social Age

Context: Starbucks (RED): For every beverage purchased, $0.05 went to global fund

Things used to be simpler (yes, hearing that a lot here).

“If Twitter carries on at the same pace it will reach 100 million users by the end of the year.”

1. Objectives for Starbucks RED:

  • Drive trial and purchase of Starbucks RED beverages over holidays
  • Build awareness, traffic, participation online
  • Get positive sentiment

Media landscape

  • Bought – paid media online and offline
  • Owned – websites, SEO, retail
  • Earned – social media, commentary, SEO
  •  

Slide from Sarah Dickenson, Blast Radius and Alexandra Wheeler, Starbucks, Forrester Marketing Forum 2009

 

2. Customer Needs/Values

Studied by

  • Observation
  • Social media monitoring
  • VOC surveys
  • In-home interiews
  • Media planning tools
  • Technographic tools

3. Where is their customer? Why do they do what they do?

4. Where is their brand?

Start with what worked in traditional sense. Then incorporate what they’ve learned.

– Personality, Values, Promise, Benefits, Attributes

Brand ideal: Doing something good every day – in Starbucks DNA, but must be easy.

Spectrum: CADENCE: frequent/infrequent, FORMALITY: informal/formal

Slide from Sarah Dickenson, Blast Radius and Alexandra Wheeler, Starbucks, Forrester Marketing Forum 2009 

Results

Led to most viral event on Facebook.

1.4 million days of medicine in first two weeks.

3.7 million days of medicine by March.

50% increase in Facebook fans.

Over 2 million branded searches.

#1 video of the day on YouTube

Over a million virtual drinks given

100s of thousands of visits to site

 

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