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
Following yesterday's Supreme Court ruling, CEO Tom Sullivan weighs in on the fast-approaching wave of legalized sp… https://t.co/COYTwoAV0v
May 15 - 8:26 pm - View on Twitter
Vice President of Marketing & Media Strategy, Chris Sullivan, offers his insight on the current state of voice sear… https://t.co/je334u8EfT
May 8 - 3:48 pm - View on Twitter
With his Dazzle Mad Hot Ballroom Dance Competition behind him, CEO Tom Sullivan offers insight on what businesses c… https://t.co/4AMhyLCGpl
May 1 - 5:09 pm - View on Twitter
In the wake of a series of data and privacy issues plaguing Facebook, President Jeff Chesebro contemplates the futu… https://t.co/wFQAWQrdpV
April 24 - 4:15 pm - View on Twitter
Today is the day! Go to Young Audiences New Jersey & Eastern Pennsylvania to watch Tom and Dasha dance at 8:15 toni… https://t.co/II8gT8qouf
April 21 - 3:44 pm - View on Twitter
Tom Sullivan is dancing for donations in support of Young Audiences, a wonderful organization that raises money for… https://t.co/X0xDxfFiMX
April 10 - 3:55 pm - View on Twitter
CEO Tom Sullivan is spinning his way closer to winning the @YANJEPA Dazzle Mad Hot Ballroom Competition! Help him g… https://t.co/kjxVvgg6eG
April 4 - 2:59 pm - View on Twitter
Associate Creative Director Tim Burr tells the story of two recent healthcare experiences - his dog's and his own -… https://t.co/viSDRtTtM1
April 3 - 4:59 pm - View on Twitter
CEO Tom Sullivan is working hard, or shall we say, dancing hard, to help raise money for Young Audiences New Jersey… https://t.co/hxtaWZiJla
March 28 - 3:01 pm - View on Twitter
CEO Tom Sullivan reflects on an important lesson that student activists are teaching us in the days following the M… https://t.co/lPJfmfhi7p
March 27 - 4:05 pm - View on Twitter
Digital Media Account Manager Devon Flarity discusses why it may be time for your brand to shake off the uncertaint… https://t.co/0cqRljZo9R
March 20 - 4:37 pm - View on Twitter
Creative Director Paul Federico speculates about the future of the internet and offers insight into how blockchain… https://t.co/L4gpcKLLQn
March 6 - 4:47 pm - View on Twitter
We asked 4 of the women on the PPI team which female leaders they are most inspired by in their professional lives.… https://t.co/5dGnI17ipq
February 20 - 7:43 pm - View on Twitter
The fear of Amazon's size and market share is spreading throughout an increasing number of industries. CEO Tom Sull… https://t.co/zr4VO8dwGe
February 14 - 2:40 pm - View on Twitter
In continuation of Princeton Partners' Women in the Workplace blog series, our Human Resources Manager Jan Sullivan… https://t.co/PJce3RlNQ8
February 6 - 6:05 pm - View on Twitter
Our CEO Tom Sullivan will be putting on his dancing shoes to raise money for Young Audiences, a non-profit organiza… https://t.co/hHJBvDhnj3
January 30 - 9:32 pm - View on Twitter
In a continuation of Princeton Partner's "Women in the Workplace" blog series, Account Executive Leigh Cesanek disc… https://t.co/q4PvOrnyBI
January 23 - 4:21 pm - View on Twitter
RT @Healthy_Newark: Thank you @SullyNJ from @PPIGargoyle for this blog written after our big "Building a #CultureofHealth in #Newark" Confe…
December 19 - 9:28 pm - View on Twitter
#InsightTuesday Creative Director Paul Federico reflects on some fundamental issues that prevent equality from prev… https://t.co/meuPy6SHd0
December 12 - 7:34 pm - View on Twitter
After news of the Aetna and CVS merger, CEO Tom Sullivan offers insight into why your health insurance and drug sto… https://t.co/ej2PCH8D8s
December 5 - 8:51 pm - View on Twitter