MBA Canada and Starbucks Win Silver MIA Award
Silver – Best in Experiential over $100,000, Starbucks Canada for Starbucks Sparkle Shop
This summer Starbucks introduced a new line of beverages in North America, with Toronto and Vancouver as the first markets to launch.
Teavana Sparkling Tea Juices are unlike any other Starbucks product, and we believed that tasting was believing when it came to convincing customers to buy. But the product doesn’t work well for the usual sampling campaigns, as the delicate bubbles don’t last for significant periods of time.
So we tried something Starbucks Canada had never done before: we partnered with a YouTube star, LaurDIY who is a genuine fan of Starbucks and a fan of all things sparkly, on their new line of drinks to create a Sparkle Shop, where consumers could #AddSparkle to their lives in celebration of the new beverage.
To launch the campaign, LaurDIY posted a ‘Perfect Summer Day’ video, including sparkly crafts, an intro to Teavana Sparkling Tea Juices and an invitation for Vancouver and Toronto fans to meet her at Starbucks. Then, we transformed two Starbucks cafes into “Sparkle Shops”, where fans could meet LaurDIY and #AddSparkle with glitter projects. Most importantly, they could taste the drinks and be won over by the delicious new flavours.
LaurDIY’s YouTube video – shot in a Starbucks café – has so far reached 760,ooo+ views, with 3,000+ comments. This hyper-local campaign saw nearly 15 million impressions from Twitter alone, plus an additional 600 Instagram posts.
We reached 13M Canadians through earned editorial in media outlets that don’t usually talk about Starbucks. In both Toronto and Vancouver, more than 1,000 fans came out to meet Lauren and taste the new drinks. An integrated collaboration of this size and scope was a first for both Starbucks and for LaurDIY. And most importantly, sales of Teavana Sparkling Tea Juices have outperformed expectations.
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