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Age range: 18-25 years old, students in creative majors and young professionals.

Income: Upper middle to high income, those with some disposable income.

Occupation: creative industries professionals (designers, writers, musicians, filmmakers, marketers, illustrators, architects, etc.) and creative students (art, design, media, communications, performing arts majors).

Behaviours: active on social media, value aesthetic experiences, often work/ study/socialise at spaces like Starbucks.

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Instagram

Tiktok

Facebook

Print-based products (flyers/ billboards/etc.)

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Community-oriented

Playful and inspiring

Authentic and warm

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1. How often do you visit Starbucks?

2. What do you usually go to Starbucks for?

3. Which social media platforms do you use most often to discover or engage with Starbucks content?

4. What kind of Starbucks content catches your attention the most on social media?

5. During a special campaign dedicated to people in the creative industries, what type of engagement would you enjoy most?

6. What is your go-to Starbucks drink?

7. When do you usually buy Starbucks drinks?

8. If Starbucks offered a permanent discount on your favourite drink during the week of the campaign (and certain hours beyond), would that make you more likely to visit?

9. What would make you feel most appreciated as a creative student or professional at Starbucks?

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Goals: Do brand and competitor analysis

1. SWOT analysis of Starbucks (Highlands + the Coffee House)

2. Social media audits of Starbucks (on Facebook + TikTok + Instagram)

3. Social media audits of the competitors (on Facebook + TikTok + Instagram)

4. Combine the results and make graphs/ charts/ etc. from the gathered data.

5. Finalise the survey results -> navigate the strategy directions.

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Reasons for choosing this brand:

People in creative industries love spaces like Starbucks, where they can have a coffee while doing their tasks like sketching, studying, drawing, etc.

Starbucks often emphasises being a comfortable place for people to hang out and socialise.

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1. Achieve a 5000-student increase in transactions made using student IDs, student discounts or during "discount hours".

2. Encourage at least 1000 new student customers to try Starbucks during the campaign period.

3. Generate at least 1000 pieces of user-generated content related to the brand/ the campaign.

4. Reinforce the brand's positioning as the "third place (other than work/ home).

5. Change the perception of the target audience of Starbucks as expensive and not worth it to a little bit more affordable, and as a brand that listens to its audience's needs.

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This persona was made before finalising the survey results.

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Strengths:

Has a strong brand value and loyalty as Starbucks is a world-famous coffee brand.

Pursues constant product innovation → offers a wide selection of high-quality products.

Typically opened in busy places (shopping centres, airports, high-end office buildings, etc.)

Provides an excellent consumer experience through high-quality service.

Weaknesses:

Starbucks’ prices are higher than many competitors.

Increasing number of stores → more difficult to manage effectively.

It can be easily imitated by competitors, and other coffee shops could offer similar drinks at a cheaper price range.

Opportunities:

It can continue to improve its social responsibility image by focusing on reducing its environmental footprint and promoting recycling.

The coffee culture is growing daily, allowing Starbucks to attract more new customers.

Threats:

Competitive rivalry is very high due to the number of brands entering the expanding market.

Lack of local adaptation could make the brand feel less special or authentic.

-> Starbucks can leverage its loyal customer base to attract creative students, but the price range of the brand is still higher than its competitors. The campaign can help address this by offering student discounts (specifically for creative students) and collaborating with young local artists in packaging design to strengthen its link to creativity and self-expression.

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There are 50 responses.

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1. Competitor analysis (Trang's): The analysis lacks in-text citations. It should be able to identify a gap or difficulty faced by competitors that Starbucks can address with a product or service offering a solution that benefits the brand.

2. Social media audit - TikTok (Hong Anh's): not quite clear results, need to be more specific on the likes/ comments/ shares on the most interacted post and point out which type of content should Starbucks focus on producing for this platform specifically. Maybe look for the hashtags used in the most interacted posts.

3. Social media audit - Facebook (Nam's): try to use the Facebook ad library to see Starbucks' paid advertising (ads running on Facebook). From those insights -> suggest a type of content that would gain Starbucks more interactions from its followers.

SOCIAL MEDIA AUDITS: get insight into the comment sentiment of Starbucks' posts using Talkwalker that Ross introduced earlier.

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Social media audit of Starbucks on Instagram

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Social media audit of Starbucks on Instagram

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1. @starbucksvietnam currently has 117K followers.

2. Media mix: mostly one-page posters, occasionally multiple-page posters and short reels showing mostly new projects/ product lines.

3. Hashtags used: with every post comes these hashtags #Starbucks #StarbucksVietnam #StarbucksVN as default, and another hashtag for the specific campaign/ project.

4. The profile is linked to Starbucks Vietnam’s official website and two other shopping platforms (ShopeeMall and LazMall).

5. Tone of voice: informative (introducing new products/ services/ etc.) but still with a friendly, welcoming tone of voice, using a lot of themed emojis relating to the projects/ campaigns.

6. Starbucks VN’s Instagram account gets a few to no comments, and it doesn’t reply to followers' comments (posts from September to October), even though the followers might be asking about the campaign itself.

7. The comments aren’t many, but there are some tagging their friends under Starbucks’ posts, asking about the campaigns/ projects, or just showing their interest through emojis.

8. Push/ pull mix: the majority of the posts are push strategy (posts showing new drinks/ product lines/ new projects/ etc.), only a few are pull strategy (POV of customers having the drinks).

9. The type of content that gets the most interaction from followers is the one introducing new collections of themed merchandise from Starbucks (the most liked one got over 6,8K likes and 27 comments with international followers asking for the launch in their areas).

10. Gaps/ weaknesses: The posts seem one-sided, even though there are still comments from followers, but because the brand doesn’t reply to any of the comments, it cannot create a strong bond between the followers and the brand. The posts’ contents feel commercial, as most of those are only about new launches and not about the customers’ experience of Starbucks.

(I'm still figuring out how to use Talkwalker to get insight into the customers/ followers' sentiment).

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After looking into the competitor analysis of The Coffee House, I realise that the brand is the key rival of Starbucks (especially for the campaign's idea of our group) since TCH's strategy is also built on the sociological concept of the "third place" (meaning another place away from home and work).

Its stores are designed to be spacious and suitable for studying/ working/ socialising sessions with friends/ coworkers (this is also what we're trying to build our campaign on). Above all, the price range of TCH, even though it is still considered a little bit more expensive than other independent cafes, is still cheaper than Starbucks -> making the price range a big barrier stopping Starbucks from beating TCH :)

-> The campaign's strategies should be able to address this by offering appealing discount programs/ product lines, and the meaning behind the new launch of those products (must align with the target audience's insight/ give a solution to the customers' pain points).

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SMART goals

Increase the number of Starbucks transactions made using student IDs, student discounts, or during “discount hours” by at least 5,000 within the 1-week campaign period (April 15–21) to encourage frequent visits among university students.

Attract a minimum of 1,000 new student customers (first-time visitors) to make a purchase at Starbucks through promotional incentives and creative engagement activities.

Generate at least 2,000 pieces of user-generated content (TikTok videos, Instagram posts/stories, photos) using the campaign hashtag #starmade during the campaign to enhance online engagement and visibility among students.

Reinforce Starbucks’ identity as “the third place” (a welcoming space for studying, working, and connecting) by highlighting creative collaborations and in-store experiences throughout the campaign week.

Change the perception of Starbucks among students from being “too expensive” to “a little more affordable and worth it” by introducing exclusive discounts for creative students and creative value-based offerings during the campaign period.

Increase Starbucks' social media following (combined Facebook, Instagram and TikTok) by at least 20% during the campaign period.

Core message

Starmade celebrates the creativity within every student, blending Starbucks coffee moments with sparks of inspiration.

Supporting message

"Design by students, made for students".

"Creativity starts with coffee".

(I can't think of anything else tbh).

Call-to-action

Either "Start something Starmade" or "Make it Starmade" (okay i don't have anything else).

Hashtag #starmadeit

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The result shows that the biggest barrier that’s stopping people from experiencing Starbucks is its price range. Therefore, the campaign should apply limited promotion programs to attract more customers (even first timers) to try out Starbucks during the campaign. Because the campaign is targeting people who are pursuing a creative major in universities, and the things that motivate them to follow, engage and interact are creativity and inspiration, therefore, the campaign should be able to have activities/ programs that allow customers to express their creative minds and to actively join in to be a part of the campaign. (I think) It should let the participants/ customers actually become a part of this campaign by letting them design or choose the designs for the merchandise collection. Maybe have an online contest in which small/ local artists can join in and design the packaging, and let the followers vote for the winner. That way, both the artists and the followers (potential customers) can feel that their opinions and talents are valued by the brand and also can gain Starbucks more interactions from its followers online, hence, strengthening their bonds.

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Write the campaign goals according to the SMART framework (advocacy, engagement, conversion, reputation, awareness).

Categorise these goals into the PESO framework focus and the 4 social media zones (Social Community, Social Publishing, Social Entertainment, and Social Commerce).

Develop a core campaign message (1-sentence long).

Message hierarchy: core message -> supporting messages -> call-to-action.

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Main Goal: Change the perception of Starbucks among students of being "too expensive" by introducing exclusive discounts for creative students during the campaign period.

1. Increase student first-timer customers to 50%, measured by the transactions made using student IDs within the 1-week launch.

2. Generate at least 2,000 pieces of UGC (TikTok videos, Instagram stories, posts) using the campaign templates or hashtags #starmade and increase Starbucks' social media following by at least 20% during the campaign period.

-> Combined goal: The campaign aims to shift students’ perception of Starbucks from “too expensive” to “affordable and creative-friendly” by introducing exclusive student discounts, increasing first-time student purchases by 50%, generating 2,000 pieces of UGC, and boosting social media followers by 20% during the launch.

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The campaign will focus on two platforms: Instagram and TikTok, as indicated by the results of the survey we received. It showed that our target audience would have a higher chance of interacting with a Starbucks creative campaign if it were executed on these two platforms. Hence, we'll be looking at the Instagram and TikTok accounts of our competitors (Highlands and The Coffee House).

Instagram: Highlands (38K) and The Coffee House (33K), and Starbucks (117K), but are not so active on this platform.

Best-performing post on SB's Instagram account is one introducing a new merchandise line. Overall, those posts which launched merchandise lines got the most interaction from followers.

TikTok: The Coffee House (19.2K) < Starbucks (92K) < Highlands (143K)

Highlands' best-performing post has 51.8m views, promoting its discount program on a specific drink.

The Coffee House's most liked post got 63.1k views and 45 likes, about a participant dressed up as Doraemon promoting the brand's new drinks.

Starbucks' TikTok most-viewed video got 43k views about the launch of a merchandise line.

From these social media audits, the "Starmade" campaign should focus on these points to be able to reach a wider audience.

Price-sensitive content/ promotional content/ introduce discount programs.

Gen Z preferred content/ relatable content (with humour and authenticity elements), in this case, content that allows participants/ audience express their express their creativity.

It showed that the audience of Starbucks is drawn to posts/ content about the launch of new merchandise lines.

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A month before the hard launch: a teaser post about the campaign and an announcement of the design contest for creative students/ young local artists.

3 weeks before: post regularly about the contest and create an online poll for followers to choose their favourite design + reposting UGC.

2 weeks before: announce the winning design for the merchandise line -> post more about the creative process of that specific design.

1 week before: a teaser video suggesting the campaign visuals + finalised merchandise line + teaser post of the campaign's exclusive discount programs.

During the launching week: consistent updates of the stores' atmosphere and creative activities held there (creative corner installation that serves the purpose of taking photos/filming videos).

After the launch: appreciation recap post/ stories.

This is not the finalised content calendar yet. I might get some suggestions and improve this later on, as I think that this calendar is quite rushed and condensed into just more than a month.

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The team came up with the rough idea in the first online classes (the idea of creating a campaign dedicated to students in the creative fields).

PHASE 1

Survey question list: all teammates sent in their 10 questions for the survey -> I chose the 10 most relevant ones for the final survey -> I made the survey list.

Big idea and the rationale behind the campaign: initially, the team decided on the big idea -> I developed it to make it clearer (make more sense).

Analyse the survey results: I analysed the results -> made a detailed analysis of the target audience -> created a persona based on the target audience analysis.

Brand analysis: I was in charge of this.

Competitors' analysis: Minh Trang was in charge.

Social media audit (Starbucks and its competitors): all teammates contributed.

Slides: Based on the information gathered from all of the phases above, I made the presentation slides.

All teammates will be presenting on the 29th Oct.

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I figured that the pitch early this week didn't exactly explain/ present the campaign very thoroughly, since it was all about the data and research we got, it's (maybe) due to the time limit.

The Starmade campaign's goals are to drive more engagement and sales from the targeted customers (creative students) by offering time-limited discount programs (address the TA's pain point).

So to attract more creative students, I want the campaign to be creative (of course), but also for students to feel like they are a part of this campaign and help build it up. That way, they can be more engaged and follow through as the campaign develops.

I want to establish a design contest for creative students or local artists in the same age range. The social media audit of Starbucks shows that people engage with and are interested in posts mostly featuring new merchandise lines and designs. So the vision is to make the target audience the ones who design this campaign's merchandise line by having them send in their designs, and then we will have a poll/ post on social media for followers to vote for their favourite design. This way, by the end of the contest, the most voted design will be for the merchandise products (maybe the winning artist/ student will redesign the design to fit the brand guidelines).

Along with the contest, we also want to leverage Starbucks' social media by posting more regularly (mini vlogs/ carousel posts/ etc.) and creating Instagram templates (which are now really famous and mostly used by the younger demographic, as long as the template is relevant and has the "stories" materials) for followers to post their Starbucks (creative) moments using those templates. Maybe also creative influencers/ creators collaborations.

Apart from the online campaign part, we also want to push sales and actual store visits by installing creative corners in Starbucks' actual stores and offering discount programs (sales like never before). Like having an interactive or Instagram stories materials check in corner. Basically, things that can attract people to actually go to Starbucks to try out its limited drinks and pastry combo offers, and use the place as a place to socialise/ work/ study.

I'll be updating more detailed ideas later on.