When it comes to the favourite neighbourhood store, Tata Starbucks, one can count on genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed coffee every time. Since the onset of the COVID-19 pandemic, the coffee major has been trying to continually keep its fans engaged through innovative initiatives. Considering ubiquitous experience and personalised engagement are the key driving factors specific to Tata Starbucks, GolinOpinion along with the brand team co-curated #StarbucksDance Challenge, a customised solution to virtually sustain the brand’s recall value in the minds of its customers.
In a first of its kind initiative, for the #StarbucksDanceChallenge, Tata Starbucks collaborated with four renowned celebrities as an extension to its cherished #StarbucksAtHome campaign. The social media initiative gave the brand fans an opportunity to engage with its limited-edition range of seven delicious freshly brewed & handcrafted one litre beverages while grooving to the tune and hook step of the #StarbucksDance Challenge.
GolinOpinion’ s role as the PR partner comprised of seamless interweaving the #StarbucksAtHome initiative with the dance challenge. While the one litre value packs highlighted and showcased the coffee authority pillar of the brand, the dance challenge was an attempt to bring alive the human connection philosophy. Over a period of eight weeks, the team provided strategic counsel and amplified the campaign using a 360-degree communication approach with digital as the primary mode of engagement.
The execution involved conceptualising, planning and most importantly identifying and onboarding a combination of celebrities that appeal to the brand’s target audience and embody the essence of Starbucks philosophy. Watching the four millennial heartthrobs, Angrezi Medium fame actor Radhika Madan, Super 30 actor, Mrunal Thakur, popular television star, Krystle D’Souza and celebrity choreographer, Piyush Bhagat performing to the signature tune and encouraging participation from their fans created ripples far and wide, across the country. The troupe was quickly joined by other famous influencers such as Anmol Sachar, Sneha Namanandi, Viraj Ghelani, to name a few, along with hundreds of brand fans participating in this campaign.
The challenge brought people together virtually and instilled a fervour of positivity and hope in this prolonged unprecedented phase. In addition to generating a lot of social media buzz and conversations, the campaign earned a PR Value of INR 63 million, reached out to 1.2 million Instagram users and garnered ~three million impressions, successfully concluding what we set out to achieve as an aim for the initiative. The heart-warming response is a validation of the concerted efforts to virtually reconnect and rekindle with the Starbucks community in India.
Key coverage clips:
- Social Samosa: Starbucks launches campaign to promote portable offering
- Exchange4media: Radhika Madan & Krystle D’Souza kickstart Starbucks Dance Challenge
- Mediabrief: Tata Starbucks kickstarts #StarbucksDance Challenge series
- Indian Television: Tata Starbucks kickstarts #StarbucksDance Challenge series with Radhika Madan & Krystle D’Souza
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