Starbucks Plant-based Coffee
The Netherlands
THE BRIEF
Starbucks introduced two varieties of plant-based coffee in The Netherlands: Oat-Based and Coconut Based. The products were launched at the peak of the COVID-19 lockdowns making sampling almost impossible. Insiders Social Media UGC came up with an exciting solution that would boost up awareness and drive trial at the same time.
THE APPROACH
We invited micro and nano influencers from our vast Dutch Insiders community to join the campaign. With an average follower base, we could selectively pick influencers who liked coffee and were open to trying plant based alternatives.
THE STRATEGY
Selected Insiders received an exclusive product box with samples of both Starbucks variants of Oat-Based and Coconut Based coffee drinks. Over 3 weeks, we maintained a close collaboration with Insiders providing them with tips, tricks and guidance on how to generate great content. In addition, each Insider received vouchers that to give to their followers to try the new Starbucks drinks!
HIGHLIGHTS
The responses from Insiders was nothing less than fantastic. In total about 150 pieces of content were generated in the campaign on Instagram (Posts, Reels, Stories), Tik Tok and Facebook! The total reach of the campaign was 770k with an engagement rate 8x what mega influencer would typically generate.
Ready to use the power of UGC?
Ready to use the power of UGC?
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