CASE STUDY | Powered by Ada STARBUCKS€¦ · Starbucks audiences this increased even further. • As a result of exposure to the OOH campaign 25% of consumers made an incremenal

CASE STUDY | Powered by Ada

STARBUCKSBLONDE ESPRESSO ROAST

• To launch Starbucks new Blonde Espresso Roast and deliver a data-driven OOH ad campaign, targeting and converting coffee drinkers across the UK.

OBJECTIVES

STRATEGY

• Ada was used to build a custom behavioural

audience through mobile location data over a 6

month period.

• The ‘Coffee House Hopper’ audience was identified as

people who frequently visit high street coffee houses

but are not loyal to any particular one.

• The best performing Large Format Digital inventory was selected to be part of the OOH media buy.

• All data in Ada is timestamped, allowing insights around time of day and day of week to be integrated into the planning.

• The campaign was then measured against brand metrics to determine the effectiveness of OOH and Ada on a Coffee House Hopper audience.

EXECUTION

• The Ada campaign informed consumers of the new blonde roast. After being exposed +45% said they were likely to try the new roast. Among niche Starbucks audiences this increased even further.

• As a result of exposure to the OOH campaign 25% of consumers made an incremenal visit to Starbucks.

• 57% of those exposed to the campaign took some kind of action. Rising to 8 in 10 among specific roast choosers. The majority of consumers talked about the campaign or recommended it to others.

RESULTS