Starbucks looks to embody a local coffee shop with venue-specific recipes
For this year?s autumn season the coffee house chain is giving its local baristas the tools to create their own drinks that will only be available at their location. Starbucks? mobile ad campaign is featuring a few of these individuals as illustrations along with their recipe creations and location.
"Starbucks running an ad campaign in support of its barista recipes is a great way to leverage the individual followings of each of its employees to boost their brand and continue to grow online with an addition of more loyal customers," said Marci Troutman, CEO of SiteMinis. "Each barista has their own unique page with their name a caricature of the barista along with their recipe, which means each one will share their page for more exposure.
"This campaign is a potential win on both sides, the consumers get to like their favorite barista and the employees get recognized for their recipes," she said.
Starbucks localizes
The coffee chain is introducing a new fall campaign in which its local baristas are given the opportunity to create their own recipes for a limited time. Each location will have recipes that are only available at that location, created by the barista that works there.
The carousel ad on Facebook brings users to pages that showcase a variety of recipes made my local baristas. Each recipe showcases the baristas who made it, with a caricature made in their likeness.
For instance, a recipe made by a barista named Andrew in Cleveland, Ohio featured a breve-style cold brew mixed with pumpkin spice. The ad showcases a photo of the product with the iconic Starbucks font detailing the recipe and a drawing of Andrew in the top right corner.
Another page shows a recipe from Alyx in Midland, Texas featuring a mixture of cinnamon dolce and pumpkin spice.
Starbucks examples
Recently, Starbucks also partnered with Google in support of the effort to empower young girls to pursue careers in computer science with an emoji generator that leans on a wow factor.
To excite young women about coding and computer science, the two big players teamed up for a Made with Code campaign that allows users to create their own emoji in their likeness. The platform walks users through how to design an emoji with code on a desktop Web site, and comes paired with a mobile video to promote the project (see more).
Starbucks was also the latest marketer putting corporate social responsibility at the forefront of its mobile efforts, this time by unveiling a content series featuring Americans engaging in compassionate acts, showcasing the importance of including humanity-driven storytelling within mobile applications.
The coffee chain?s Upstanders digital series is available within the Starbucks mobile app as well as on its social media channels. Written and produced by Starbucks? CEO, Howard Schultz, the series serves as a prime example showcasing how food and beverage brands can build loyalty and make commerce pushes less overt ? by transforming their mobile apps into hubs for uplifting, lifestyle-oriented content (see more).
"The carousel functionality is leveraged successfully with this ad, allowing a brief but descriptive entry point that allows quite a bit of content to live hidden beneath but is easily found with a simple click," Ms. Troutman said.