We were tasked to raise awareness of Starbucks delivery through the Uber Eats app and to drive conversations around their #RedCupReason for gifting and sending a coffee to a special person last Christmas.
We created an Instagram strategy that drove these key performance indicators through a promotional discount code, as well as using influencers to encourage users to share their own reasons for sending a coffee.
From our consumer research, we knew that influencers from the lifestyle and pop-culture verticals would be the most effective in driving these KPIs. We selected Macro and Hero influencers with following sizes of 250,000 or more, with Celebrity talent included. Overall, the campaign drove brand sentiment and conversation around the #RedCupReason, as well as boosted awareness and engagement with the discount code.
We received 5.4m impressions over the entire campaign period
Over 2k code redemptions using our influencer codes in two weeks
Over 2.7m Instagram Story views, raising awareness of the #RedCupReason activation
@romankemp
Over 50,000 video views driven around this piece of content, resulting in over 2,000 code redemptions
