Case Study - Starbucks Doubleshot Product Launch

Overview:

The challenge lay in introducing a new product concept and overcoming low awareness among the target audience. NexHorizon aimed to create a communication concept and launch idea that resonated with Chinese consumers, particularly white-collar workers who sought energy boosts during their daily routines.

What We Did

• Leveraged the unique communication platform of offices, recognizing white-collar workers' regular overtime experiences and the need for energy boosts.

• Developed the concept of "醇享一刻 倍感星动力" (translated as "Enjoy a moment of indulgence, feel the power of the stars"), aligning with the target audience's lifestyle.

• Created a gamification H5 (HTML5) interactive experience to demonstrate the concept, engaging consumers in a fun and memorable way.

• Implemented a multi-channel approach including digital applications, metro out-of-home advertising, and collaborations with key opinion leaders (KOLs) on social media to reach the target audience effectively.

• Generated a 360-degree effect in the digital platform, maximizing exposure and engagement within a short timeframe.

Key KPIs

• Achieved 30% increase in brand awareness for Starbucks Doubleshot in the Chinese market.

• Generated over 250,000 social media engagements within the first month of the campaign.

• Secured 5,000+ leads for Starbucks Doubleshot wholesale deals.

• Achieved a 70% increase in online mentions and conversations about Starbucks Doubleshot among the target audience.

What we did