Starbucks China: Brand social expansion operation that makes Douyin an entry point with quick response

施大成、钱梓澄、陈振东

Starbucks, a coffee brand with strong social attributes, hopes to break through the limitation of large-scale brand content output cannot keep up with the rhythm in the social environment of the information explosion era, divide platform traffic, and create new opportunities for brands.

Case details

Brand: Starbucks China

Brand owner: Starbucks

Main Agency: Blue Label Media

Holding Group: Blue Focus Group

Put on the market: Mainland China

Delivery time: From December 2019 to November 2020 (still in progress)

Industry: Catering

Media channel: short video platform

Budget: 3.6 million

Case summary

In the past ten years, Starbucks has always had strong social attributes. However, in the era of information explosion, the communication logic has changed, especially with the rise of the 2016 Douyin platform, leading China into an era of "crazy" short videos ....

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