Iris > 实例探究 > #whatsyourname:星巴克针对 LGBT+ 代表的综合品牌活动

#whatsyourname:星巴克针对 LGBT+ 代表的综合品牌活动

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技术
  • 平台即服务 (PaaS) - 应用开发平台
适用行业
  • 零售
适用功能
  • 销售与市场营销
用例
  • 零售店自动化
  • 时间敏感网络
关于客户
该客户是星巴克,一家知名咖啡公司,拥有支持 LGBT+ 社区的悠久传统。
挑战
挑战在于广告中缺乏对 LGBT+ 群体的代表性和刻板印象,只有 0.3% 的电视广告以跨性别者为主角。
解决方案
解决方案是名为#whatsyourname 的综合品牌活动,重点关注身份和接受度的重要性。它利用了星巴克在杯子上写下人们名字的标志性做法,将这一信息变为现实。
运营影响
  • The #whatsyourname campaign was a significant success for Starbucks, both in terms of its reception and its impact. The campaign was able to effectively highlight the importance of identity and acceptance, and it resonated strongly with the audience, as evidenced by the high TV completion viewing rate and the overwhelmingly positive sentiment in media coverage. The campaign also won several awards, further attesting to its success. Moreover, the campaign helped Starbucks to strengthen its brand as a progressive and inclusive company, and it demonstrated the company's commitment to supporting under-represented communities. The partnership with the charity Mermaids, which offers support to the young transgender community and their families, further extended Starbucks' support for the transgender community.
数量效益
  • 97.5% TV completion viewing rate
  • 99% Positive sentiment in media coverage
  • Awards from D&AD, Creative Circle, NY Ad Awards & more

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