Starbucks

Client

With Australia’s strength in specialty coffee stores, Starbucks Australia faced the challenge of increasing its engagement and awareness across, whilst also balancing the rebirth promotion of the Unicorn Frappuccino, a cult hero in the early 2000s.

What they needed is a digital strategy that would:

Increase in-store sales & online visibility for the Unicorn Frappuccino
Tailor marketing efforts to local demographics
Boost engagement and customer loyalty across multiple locations
Sellout Unicorn Frappuccinos across the country.

Notable Results.

increase in reach

0 %

million impressions nationally

0 m+

growth in engagement

0 %

Due to paid social media efforts, we created high-demand for all stores and sold out nationally within 4 hours of opening day.

Strategy & Execution

We established a national approach for Starbucks layered with a localised approach to attract customer to each store location, with the goal of a complete sellout of all Unicorn Frappuccinos. Our key solutions included:

Localised Store Amplification: We implemented campaigns tailored to each store’s surrounding demographics.
Social Media Optimisation: Personalised creator content was amplified to build engagement and suspense for the initial launch of the Unicorn Frappuccino.
Re-marketing Efforts: Strategic re-marketing campaigns boosted visibility, engagement, and in-store visits across Australia.

This strategy enabled each store to build stronger community ties whilst promoting the launch of the Unicorn Frappuccino.

Our Work and Commitment.

Our national marketing strategy empowered Starbucks Australia to sell out of the limited reintroduction of the Unicorn Frappuccino in just 4 hours nationally. By combining localised campaigns that spoke to local audiences with a broader national strategy, we drove substantial sales of the Unicorn Frappuccino and reinforced the re-launch on a national scale, timed to coincide with Starbucks’ global limited re-introduction of the Unicorn Frappuccino.