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Starbucks At Home was designed to raise the visibility of and drive consideration for the new premium instant coffee blends. Meta’s advertising features and multi-objective campaign strategy produced high results in terms of brand awareness and consideration.
Objective
Increase brand awareness and consideration for new instant coffee products.
Platforms
Meta
Strategies Used
Multi-objective campaign, video creative, audience targeting
Results
5.3-point lift in brand awareness, 7-point lift in brand awareness among 18-24, 5.9-point lift in consideration, 8-point lift in consideration among 25-34.
Increasing brand awareness and driving product consideration for new product launch.
Multi-Objective Campaign
Implemented campaigns with both reach and awareness objectives.
Mobile-First Creative
Created engaging video ads optimized for mobile viewing.
Audience Targeting
Focused on target demographic and engaged audiences.
Expanded campaign strategy to include brand awareness focus.
Starbucks At Home effectively showed the concept of the multi-objective campaign to establish brand awareness and to influence product choice. Thus, focusing on reach and awareness objectives, the company increased a number of critical indicators. Thus, the present case indicates the necessity of viewing digital advertising as an integrated concept and the role of measurement and optimization in business processes.
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