Point of View: Why you should 'like' Starbucks

With 'My Starbuck's idea', Starbuck's has created a community of 19 million members, with whom it can communicate daily at minimal cost.

Point of View: Why you should ‘like’ Starbucks

John Woodward

Since I'm writing this from Seattle, Starbucks springs to mind. Its social media presence, particularly ‘My Starbucks Idea’, have limited creative visibility, yet they are a vital signifier of where marketing will likely go in the future.

Starbucks has created a community of 19 million members (up from 13 million in mid-2010), with whom it can communicate, at minimal cost, every day and (perhaps most importantly) two-way. To see why this is important, compare Starbucks’ marketing plan with that of McDonald's. Both live in categories that are deemed ‘low interest’,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands