Building Brands Online: Starbucks
Welcome to the first instalment of the IAB's Building Brands Online Trilogy. Through this series of cross media research projects focusing on the FMCG sector, we aim to show the ways in which digital advertising can be used to effectively build brands.
To begin the series we have looked at the effectiveness of the online campaign to promote a new instant coffee brand, Starbucks VIA. Coming up in parts two and three we will be unveiling similar research into campaigns for the Nestlé brand, Maggi So Juicy and the GSK energy drink Lucozade.