- Edelman was tasked with creating a 360 PR campaign for Starbucks UK to launch a stronger British Latte, using social media as a critical factor to organically spread word of mouth. They used TweetLevel to identify influencers, understand online conversations around coffee, and monitor sentiment. - Key aspects of the campaign included a celebrity "barista training" video posted by an influencer, Facebook photo booths in stores, and a promotional hashtag. TweetLevel helped invite relevant bloggers to an event and identify positive influencers. - Monitoring during the campaign found a significant increase in conversations around the new Latte and hashtag, with the celebrity video proving hugely successful on social media. The campaign successfully increased awareness of Starbucks

1. MEASURING Win at Espresso
SUCCESS Starbucks UK
SUMMARY
• Starbucks made the decision to change its core product offering in order to help
differentiate themselves from a highly crowded market, and to address its position as the
authority in coffee in the UK. Edelman was tasked with creating a 360 PR campaign that
included social media as a critical factor in organically spreading word of mouth about the
launch of the new stronger, British Latte
– Edelman has conducted continual blogger and Twitter outreach for Starbucks, but this
campaign required additional targets. The team used TweetLevel to identify who we
should engage with and to understand what people were talking about in terms of
espresso and coffee strength
– Edelman ensured that original content was part of all aspects of the campaign to
capture the moment of change and amplify it through both traditional and online
Volume of conversation channels
around Starbucks Latte – Content for social media included a celebrity „barista training‟ video (utilising Starbucks
increase x15 during superfan Jimmy Carr), Facebook photo booths in store and bespoke Twitter hashtags
campaign THE CHALLENGE
• Edelman‟s challenges were to engage with existing customers and social media users whilst
simultaneously creating interest amongst potential new targets. It was crucial for customers
Before and media to engage with the brand, aiding conversation (both on and offline) around the
campaign, including understanding of the wider business vision
• Drive conversation around the Starbucks Latte in the run up to, and launch of the new,
stronger British Latte
• Emphasise the personal in-store experience with the introduction of baristas writing names
on cups
• Differential two messages of espresso strength and customer service to our social media
After targets in an easy to understand manner
EXPLORE
• TweetLevel was used to establish who should be targeted by:
– Ensuring we targeted relevant individuals who would be interested in Starbucks
Amongst online – Analysing their influence within the coffee community and the communities they
consumers, conversation were part of
around “Latte” in the UK – Monitoring sentiment towards Starbucks to avoid negative commentary
• The team also used TweetLevel to take a temperature check of the online community the
changed dramatically week before the changes were due to be made, particularly those who were talking about
during the campaign, with Starbucks, to establish volume of conversation which mentioned the Starbucks Latte,
Starbucks now being including the tone of this conversation
mentioned in conjunction
with Latte

2. IDENTIFYING
INFLUENCERS Win at Espresso
Starbucks UK
STRATEGIZE
• The team used TweetLevel to find out that many key influencers were already positive
about Starbucks as a brand, but were not talking about the Latte or espresso, widening the
list of people that Starbucks talk to. Using the Premium feature, we were able to filter these
results to only show bloggers from the UK
• As part of our campaign, key bloggers were invited to an Espresso Masterclass event,
offering them the chance to learn how to make the new Latte. This event and materials
created helped our targets understand the changes being made by Starbucks. TweetLevel
helped us create the invite list for this event
• The team knew that utilising Jimmy Carr‟s celebrity status and additional pool of followers
through social media would be integral to meeting the main objective of increasing
Using ‘premium’ conversation around the Starbucks Latte. As such, Edelman secured social media mentions
TweetLevel, the team within his contract
• To capture the moment of change in store across the country, Edelman also planned
searched the entire Facebook photo booths in selected stores inviting consumers to upload photos of
database for UK based, themselves with their new drink directly to Facebook and share with friends
top relevant influencers • The team worked closely with the wider business strategy of promoting the free Latte
offering on the 14th March, incorporating the hashtag #FreeStarbucks into social media
materials
• Edelman understood the importance of constantly monitoring online conversation, and so
the team took daily temperature checks during the campaign
• All of this content was created to give our targets collateral to talk and write about the new
Starbucks Latte, and spread the word throughout the community
ACTIVATE
• After identifying our targets, the team tiered the list, filtering which ones would be invited to
the Masterclass and who would receive the video content from Jimmy Carr
• For avid Tweeters, we created the hashtag #sbuxbritishlatte to allow them to contribute to
the conversation easily. We also provided easy to upload content (video, text, images) to
allow posts to be uploaded easily
Facebook booths were • Jimmy Carr‟s barista training video was Tweeted by Jimmy Carr himself to his 2 million
used to capture the followers. This led to increased word of mouth amongst a new set of consumers
moment of change in • Alongside this, the team also secured a mention of the promoted Twitter hashtag
#FreeStarbucks by Jimmy Carr as well as bloggers we outreached to
stores across the UK

3. Win at Espresso
Starbucks UK
EVALUATE
• Throughout the campaign, particularly centred on the 14th March, the team used
TweetLevel to monitor conversation levels
• The team saw early peaks of conversation following the Masterclass event
• This was followed by the main peak in conversation on 14th March, which primarily
focused on Jimmy Carr and the sharing of the video content, hosted on YouTube. After
Jimmy Carr Tweeted the link, an uplift in views from 7,000 to 39,000 was seen
• The hashtag #FreeStarbucks was the second most Tweeted topic in the UK
• The Facebook booths activity helped increase the number of „Likes‟ of the Starbucks
The ‘celebrity barista page by 265%, with 580 customers uploading photos to the Starbucks UK page
• Our monitoring allowed the team to respond to any negative commentary, should the
training’ video proved to need arise, as well as highlight the main advocates for Starbucks Latte in this social media
be hugely successful space
within social media, being • Laura Dalgleish, client lead at Starbucks, said “Edelman‟s social media strategy for our Win
at Espresso activity was integral to the success of the campaign. Above all, it was our aim
shared amongst existing to increase buzz around the changes being made to the product, and the reasons behind
and new Starbucks it, so that consumers understood the wider business strategy. Through Twitter, blog and
communities Facebook outreach, we definitely achieved this, and even increased our fan base in the
online community”