Job to be done
Drive online conversation and product awareness around Starbuck’s NEW Ready-to-Drink (RTD) launch – a large multi-serve fridge format.
Strategic approach
Lead with the usage occasion in a real life setting by driving influencer advocacy for the new product launch on TikTok.
Creative Campaign
We partnered with a variety of TikTok creators to create branded content around three enjoyment occasions; Go Big on Good Mornings, Breakaway from The Day and Ease into Chilled evenings. To counteract TikTok’s aversion to ad content, we recommended a ‘Spark Ad’ boosting strategy to ensure the content was seen far and wide.
Results
Over 4.2M views, 48K engagements and 500k reach. The NPD product has proven so popular that 50% of total sales year to date is due to the NPD alone.
Ready to deliver a social media campaign that stops the scroll? Get in touch with us today.
