Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world, with approximately 12,000 retail locations in North America, Latin America, Europe, the Middle East, and the Pacific Rim.

Frontiers Digital was appointed by Starbucks China to design and execute two Social Marketing Campaigns.

The Frappuccino Summer Campaign

Appointed by Starbucks China, Frontiers Digital was to design and execute the digital media strategy for the launch of the bottled Frappuccino in Beijing, Shanghai, and Hong Kong.

To synchronize with the campaign’s central idea “Rich Experience in Every Bottle,” we framed a social media strategy to induce the target audiences’ emotional responses with the goal to generate quality traffics to the campaign website.

We searched and tracked the path of how the viral loop was formed, then connected the target audiences in the social networking sites and also the local online forums, identified the opinion leaders, and finally cultivated peer influence that encouraged quality clicks to the campaign website.

Starbucks  Winter Campaign

Once again emphasizing on social media, a series of Starbucks-designed E-Christmas cards were placed on two different channels, namely Facebook and a Chinese blogger network.  While Facebook targeted Hong Kong audiences, the Chinese blogger network aimed at the audiences in PRC.

The campaign received high responses with over 1.2 million Starbucks Christmas cards sent in just a month.