I’ve been hearing questions around the office recently asking things like, “How do we make this go viral?” and “How can we create more momentum around this story?” We’ve been strategizing how to make our campaigns buzz-worthy and what we can do to make them take off.
A recent article from AdWeek discussed how Starbucks created an incredible hype for its seasonal Pumpkin Spice Latte drink, which debuted on menus last Tuesday. Over the 13 years since the special fall latte’s launch, it gained overwhelming popularity for its taste and seasonality.
In recent years, the company leveraged the popularity of this drink to its social media platforms in a way that is so effective it has users sharing original content for the drink. Starbucks capitalized on the social chatter by encouraging followers to share original content on platforms they use regularly leading up to the launch of the drink by promoting the product across social platforms.
The brand created a product-specific Instagram handle, @TheRealPSL, and Facebook Messenger bot to not only promote the launch of the drink, but to act as a resource for questions related to the drink. Users could chat with the bot on Facebook Messenger, which allowed Starbucks to characterize the product that has now become a fall staple.
The stats from the social media analytics company, Spredfast, show just how much social buzz was created. According to the company, users sent out 5,076 tweets per minute last Wednesday. Comparatively, the previous number of tweets sent out a specific time was 2,855. Starbucks’s product, “pumpkin spice latte” and its hashtag #PSL, was tweeted a total of 56.8 million times.
Not only is Starbucks a case study with Pumpkin Spice Lattes alone, but the company also garnered more than 11,000 tweets with its #pinkdrinks over the summer, according to AdWeek. The company has become a leader in creating buzz around a product in a way that is original, not too promotional, and that engages its audience effectively.
Here are some questions to consider when trying to create social buzz:
Starbucks created a social contest over the summer encouraging users to share their photos of the drink using the hashtag #pinkdrinks on Instagram for the chance to be reposted by the brand.
The brand tuned into exactly what its audience wanted. Starbucks gave its audience a contest with an incentive on the platform that they love. The product was visually appealing and its seasonal offering created buzz.
At Princeton Partners, we’ve had our own buzz-worthy news as of late, with our start-up Activity Works partnering with Michele Obama’s Let’s Move! Initiative. We hope to use companies like Starbucks as a model for launching this momentum into something truly viral.
It takes a moment such as that to catch the attention of the public, but it takes strategy to harness that potential into something truly impactful.
September 13, 2016
Written by Leigh Cesanek
In this week's Marketing Insight, Director of Brand Innovation, Manish Patel, sheds light on what up-and-coming job… https://t.co/L5Ai5ecJws
March 8 - 12:53 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan discusses behavior change through the lens of Social Accountabil… https://t.co/HlOOBLiGdW
February 1 - 12:59 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan shares a ten-minute talk about his unique approach to developing… https://t.co/7yaFXSnx8Z
January 10 - 10:41 am - View on Twitter
There's still time to "gift" back this holiday! Check out our top 10 cause-based picks for the undecided shopper. https://t.co/HpVeLNHuGn
December 18 - 10:20 am - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan puts a spotlight on five successful, inspiring companies whose c… https://t.co/ZEWZw42Okq
December 13 - 1:32 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan shares some personal reflections on how to respond to today’s of… https://t.co/43WRKaYkI5
December 6 - 12:06 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, discusses the impact of digital gamin… https://t.co/fYfSgLRRCk
November 29 - 11:09 am - View on Twitter
At PPI, we love all things spooky. Check out our Halloween Video for a creepy treat! https://t.co/tKQHPyuvpm
October 31 - 9:33 am - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, shares a personal anecdote that sheds… https://t.co/xc9uCVFHFK
October 11 - 1:50 pm - View on Twitter
CEO Tom Sullivan discusses several approaches for developing an informed, data-driven content strategy to boost the… https://t.co/0Nbz61DCd9
September 27 - 12:15 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan continues to explore what we can learn from FAANG's Walled Garde… https://t.co/JeUvsfcDSb
September 19 - 11:30 am - View on Twitter
In this week's Marketing Insights, CEO Tom Sullivan discusses the Walled Garden approach that FAANG companies, and… https://t.co/vRDzMWoAs9
September 12 - 10:26 am - View on Twitter
In this week's Marketing Insights, Associate Creative Director, Tim Burr, discusses how a focused approach to marke… https://t.co/5loRgrFdUS
September 5 - 11:44 am - View on Twitter
Check out our last installment of our Voice "mini-camp" series where VP of Marketing and Media Strategy, Chris Sull… https://t.co/6yxEmeYu9G
August 30 - 10:13 am - View on Twitter
In our third Voice Marketing Insight, VP of Marketing & Media Strategy, Chris Sullivan, explores how marketers can… https://t.co/vjHPQEcWbe
August 16 - 10:50 am - View on Twitter
VP of Marketing & Media Strategy, Chris Sullivan, discusses the importance of persona development and Audio Identit… https://t.co/fYSbIZGLED
August 7 - 11:41 am - View on Twitter
In the first Insight of a "mini-camp" series on voice marketing, VP of Marketing & Media Strategy, Chris Sullivan,… https://t.co/tFgqjVh11C
July 31 - 2:05 pm - View on Twitter
CEO Tom Sullivan explores the recent succession of CEOs in the Fiat Chrysler Automotive and Ferrari families, and h… https://t.co/yIoeSKdhov
July 24 - 10:05 am - View on Twitter
Check out my latest #podcast https://t.co/eFFLCk7uYn on #Podbean
July 23 - 4:02 pm - View on Twitter
Check out my latest #podcast https://t.co/D9dl82LjkP on #Podbean
July 23 - 3:52 pm - View on Twitter