Starbucks Ramadan, 2020
for Arla Foods amba
The initial challenge set by Starbucks was simple – ensure the brand remained relevant during Ramadan 2020.
Starbucks has a unique place in the culture of the GCC and with the new Ready to Drink varieties, there was a feeling that a whole new experience could be developed.
Creating that moment and linking the Chilled Coffee of Starbucks to this moment is easier said than done.
To get the chilled nature of the drinks across, we distributed ice buckets to integrate into the content and then set about creating the moments around gaming (men) and the Zoom catch ups now happening instead of house visits post-fatoor.
We created these moments, introduced the product and set about creating engagement points.
With a minimal budget, we were able to work with a handful of creators to drive home the message with significant engagement.
The campaign generated $120kUSD in extra media equivalency, a 26.2% engagement rate on the content, and contributed to the continued significant growth of the brand’s sales in 2020.