Starbucks Milan Market Launch

CASE STUDY

To create a cohesive communications strategy for the launch of Starbucks’ first store in Italy, and our first flagship Roastery in Europe, it was a major cross-functional effort. This case study articulates the approach I took with the teams from planning to creative execution.

CHANNEL COMMUNICATIONS PLAN

To assist cross-functional planning, I created a cross-channel communications overview which was used to keep senior leaders up-to-date and aware of all sparks.

moodboard

Guide a moodboard for the launch that can span throughout the teaser, launch party and launch week content.

opening night creative

As the on the ground art director, I shot, laid out imagery and uploaded assets in the moment.

Storytelling cadence

Plan the storytelling cadence for when our posts will go live on our feed.

teaser creative

In the weeks leading up to this incredible full-circle moment, we’ll use our social tapestry to tell the rich backstory behind our newest Roastery. We’ll highlight the magical light of Milano, explore the city’s influence on Starbucks over the years, and count down to the opening celebration.

Launch creative

As the on the ground art director, I shot, laid out imagery and uploaded assets in the moment.

Paid media

The Milan video drove over 4.1MM impressions, across Facebook and Instagram, surpassing both CPM and Ad Recall goals

SOCIAL MEDIA RESULTS

The social media campaign for the Milan opening generated 2.2M organic impressions, 11,500 new followers and a 3.84% engagement rate.

Social listening highlights: There were 58.8K social media mentions related to the Milan Roastery with a sentiment of 22% positive, 65% neutral, and 13% negative

organic Social Media Creative Overview

Launch sustained excitement throughout 22 days (24 posts); leveraging tailored content that highlighted key brand building topics; from interior design, partnerships and product stories.

paid Social Media Creative results

Paid focused on mixed placement, targeted awareness ads, running both video + Carousel

• The Milan video drove over 4.1MM impressions, across Facebook and Instagram, surpassing both CPM and Ad Recall goals

• The Carousel unit for launch, performed incredibly efficient at an avg. of $3.21 CPM (our benchmark is $8.50)