Starbucks: Brewing up multiplatform insights

This case study explains how Starbucks, the coffee shop chain, used its sponsorship of TV show 'The Voice' in the US to highlight its pro-social activity and improve key brand metrics.

Starbucks: Brewing up multiplatform insights

NBCUniversal/The Voice

Summary

The campaign sought to achieve multiple effectiveness goals by harnessing the power of a larger entertainment sponsor to shift consumer perceptions and elevate brand differentiation for Starbucks. The study successfully measured the impact of multiple platforms (TV, web, mobile and social), traditional media executions and custom integrations naturally tying in The Voice Coaches and Artists with Starbucks' pro-social initiatives during its Global Month of Service.

Ultimately, the study demonstrated traditional ad effectiveness, sponsorship halo and shifts in viewer perceptions toward the Starbucks brand, but also allowed for diagnostic comparison of traditional media...

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