Introduce the Starbucks Chilled Classics range as the drink of choice for young, stylish, career-minded women.
Starbucks has long been synonymous as the go-to coffee for the style-conscious, young professional. For our 20-something career-minded female audience, brands that share the same values as them are important, especially when it comes to food and drink. With this in mind, the Starbucks Chilled Classics range was a natural choice for these busy young women to engage with. Our audience also responds well to any content that takes them behind the scenes at ASOS, especially among those young women who are thinking about careers in the fashion industry and look to us for inspiration.
Align the Starbucks Chilled Classics range with the day-to-day experiences of ASOS staff members from across the company through inspirational and relevant content.
The audience were treated to a ‘behind-the-scenes’ interview series featuring six girls from across ASOS. Their personality and individual style offered inspirational tidbits about their day jobs, and also included summer style advice. Each girl was styled in shoppable day and night outfits to create a workwear story about how the girls refresh their look during a busy day. To promote the competition, a skill-testing matching game tested the audience’s memory with cards that featured selected accessories and Starbucks products that they could win. The campaign also had a massive push across all of our global and regional social channels (Facebook, Instagram, Twitter and Pinterest) in four territories, alongside a full-page advertorial in our brand new French and German editions of ASOS Magazine.
Live across four territories – UK, France, Germany and Spain – the site attracted over 64k unique visitors in six weeks with an additional 95k social engagements throughout the campaign.