To position Starbucks in social media circles, to create a relationship between the brand’s channels and its public and to increase the number of fans and social engagement.
Starbucks stores with Social Media channels, allowing Starbucks to serve as a meeting point for people and stories. We innovated in content with a different Community Manager, who explores Starbucks stores and captures real moments. We also created a series of actions to connect physical spaces with virtual ones, such as the Starbucks Route or Starbucks Moments.
In almost 7 months we doubled the number of fans, exceeding half a million fans; interactions increased by almost 400%; the Starbucks Peru fan page hits increased by more than 250%; Starbucks became the market leader in coffee consumption in Peru and we transferred the experience of our stores to the Facebook page, where it almost became a virtual store