CASE STUDY | Powered by Ada STARBUCKS BLONDE 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
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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
Related Documents
