红杯：提高关注度和客流量的节日营销策略
适用行业
- 食品与饮料
适用功能
- 销售与市场营销
关于客户
星巴克是本案例研究中的客户。他们是一个著名的咖啡品牌，希望提醒消费者他们作为节日咖啡和原创红杯创造者的地位。此次活动的目标受众是超级粉丝和有抱负的千禧一代。
挑战
尽管红杯是节日的象征，但市场上的竞争对手也纷纷效仿，推出了自己的“圣诞杯”和一系列节日饮品……结果是，节日期间的竞争比以往任何时候都更加激烈。我们需要提醒消费者，星巴克是节日咖啡和原创红杯的创造者。以至于他们走过科斯塔，走进星巴克，吸引了人们的关注和客流量。关于品牌过早标记节日开始的问题一直存在争议。有些人喜欢它，而另一些人则对此嗤之以鼻。我们希望融入这种紧张气氛，以一种半开玩笑、自我意识和幽默的方式庆祝星巴克红杯（以及与之一起推出的节日饮品）的推出，让超级粉丝兴奋不已，并在其中扬起清爽的微笑。有抱负的千禧一代。
解决方案
为了提醒消费者星巴克是节日咖啡和原创红杯的创造者，品牌决定借势紧张，以半开玩笑、自知之明、幽默的方式庆祝星巴克红杯的上市方式。重点是人际关系，而不仅仅是产品。整个 11 月，在 EMEA 各个市场的视频点播、YouTube 和社交媒体平台上推出了首发影片和删减内容。
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