{"id":16252,"date":"2022-07-22T11:26:28","date_gmt":"2022-07-22T11:26:28","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/nano-micro-macro-influencers-para-el-plan-anual-de-starbucks-ready-to-drink\/"},"modified":"2023-06-22T07:39:09","modified_gmt":"2023-06-22T07:39:09","slug":"nano-micro-macro-influencers-para-el-plan-anual-de-starbucks-ready-to-drink","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/es\/project\/nano-micro-macro-influencers-para-el-plan-anual-de-starbucks-ready-to-drink\/","title":{"rendered":"Plan anual para Starbucks RTD"},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ admin_label=\u00bbHero\u00bb _builder_version=\u00bb4.16″ background_color=\u00bb#FF4E00″ background_image=\u00bbhttps:\/\/www.territory-influence.com\/wp-content\/uploads\/2020\/12\/circle-background-pattern.png\u00bb custom_padding=\u00bb67px|0px|67.1875px|0px|false|false\u00bb animation_style=\u00bbzoom\u00bb animation_intensity_zoom=\u00bb4%\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb animation_style=\u00bbslide\u00bb animation_direction=\u00bbtop\u00bb animation_intensity_slide=\u00bb3%\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.16.0″ text_font=\u00bbRoboto|500||on|||||\u00bb text_text_color=\u00bb#353740″ text_font_size=\u00bb16px\u00bb custom_margin=\u00bb||19px|||\u00bb animation_style=\u00bbslide\u00bb animation_direction=\u00bbbottom\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

NANO, MICRO & MACRO INFLUENCERS<\/p>\n

[\/et_pb_text][et_pb_text module_class=\u00bbtt-white\u00bb _builder_version=\u00bb4.16.0″ text_font=\u00bb||||||||\u00bb header_font=\u00bbRoboto|900||on|||||\u00bb header_text_color=\u00bb#ffffff\u00bb header_font_size=\u00bb50px\u00bb header_line_height=\u00bb1.1em\u00bb custom_margin=\u00bb|||\u00bb animation_style=\u00bbfade\u00bb header_font_size_last_edited=\u00bboff|desktop\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

Caso de \u00e9xito
\n<\/tt-underline>PLAN ANUAL \u201cLIFESTYLE\u201d PARA STARBUCKS READY TO DRINK<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ admin_label=\u00bbCase Study Text\u00bb _builder_version=\u00bb4.16″ custom_margin=\u00bb|||\u00bb custom_padding=\u00bb110px||18px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16.0″ _module_preset=\u00bbdefault\u00bb custom_margin=\u00bb-40px||||false|false\u00bb custom_padding=\u00bb0px|||||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.21.0″ _module_preset=\u00bbdefault\u00bb text_font=\u00bbRoboto|500|||||||\u00bb text_font_size=\u00bb16px\u00bb header_font=\u00bbRoboto|900|||||||\u00bb header_font_size=\u00bb45px\u00bb header_2_font=\u00bbRoboto|900|||||||\u00bb header_2_font_size=\u00bb30px\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb sticky_enabled=\u00bb0″]<\/p>\n

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Implementamos una estrategia anual para Starbucks Ready To Drink<\/a> durante 2019 en Espa\u00f1a y Portugal. El objetivo era aumentar la penetraci\u00f3n en el mercado para captar nuevos consumidores, aumentar la visibilidad en el punto de venta, impulsar las conversiones y maximizar el alcance online.<\/strong><\/span><\/p>\n

En primer lugar, creamos el concepto general de \u00ablifestyle\u00bb<\/strong> relacionado con la vida cotidiana del consumidor, basado en la misi\u00f3n de Starbucks de \u00abinspirar y alimentar el esp\u00edritu humano\u00bb, sin olvidar su prop\u00f3sito: que los consumidores se diviertan sin perder el ritmo de vida.<\/span><\/p>\n

Sabiendo esto y que los consumidores tienen un ritmo de vida cada vez m\u00e1s \u00e1gil y en constante cambio, dise\u00f1amos esta campa\u00f1a en la que Starbucks proporcionar\u00eda a los usuarios en la web de trnd contenidos \u00fatiles sobre viajes, alimentaci\u00f3n, ecolog\u00eda, redes sociales, etc; a la vez que les revelaba c\u00f3mo los Starbucks Ready to Drink pueden acompa\u00f1arlos f\u00e1cilmente en cada momento de su vida.<\/strong><\/span><\/p>\n

 <\/p>\n

La estrategia adecuada para dar a conocer 12 productos en un solo a\u00f1o<\/strong><\/h2>\n

Dividimos el plan en 6 fases. <\/strong>Cada una se centr\u00f3 en un grupo de productos espec\u00edfico en funci\u00f3n de los objetivos de la marca y de la estaci\u00f3n del a\u00f1o. Cada parte ten\u00eda tambi\u00e9n un concepto paraguas que guiaba a los influencers a trav\u00e9s de la campa\u00f1a.<\/span><\/p>\n<\/div>\n<\/div>\n

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5.600 consumidores para difundir el mensaje online y offline<\/strong><\/h2>\n

Durante 2019, seleccionamos a m\u00e1s de 5.600 embajadores <\/strong>que eran bebedores de caf\u00e9 helado, influencers de lifestyle y a los que les encantaba reunirse con amigos y familiares. En el caso de los caf\u00e9 skinny y almond, tambi\u00e9n nos centramos en los consumidores de leche sin lactosa y de almendras.<\/span><\/p>\n

En mayo activamos a 550 nano y micro influencers<\/a> en Espa\u00f1a para que compartieran su experiencia con los 5 diferentes chilled classics<\/strong> mostrando c\u00f3mo les ayudaban a reiniciar su d\u00eda en cualquier momento y lugar. Durante el verano, seleccionamos 1.020 consumidores espa\u00f1oles para las versiones Skinny & Almond<\/strong> y 1.030 perfiles para Frapucchino<\/strong>. Ellos difundieron el mensaje de que Starbucks era el caf\u00e9 fr\u00edo para su verano saludable.<\/span><\/p>\n

A la vuelta de las vacaciones, en septiembre 1.010 influencers de Espa\u00f1a y 1.500 de Portugal volvieron a potenciar los chilled classics<\/strong> mostrando c\u00f3mo Starbucks te ayuda a volver a la rutina. En octubre, 520 embajadores compartieron su experiencia con los Doubleshots<\/strong> y afirmaron que este refrescante caf\u00e9 les hac\u00eda seguir adelante durante el d\u00eda. Por \u00faltimo, activamos a 510 nano y micro influencers para el especial de Navidad<\/strong>.<\/span><\/p>\n

Gracias a los 17.300 contenidos publicados en sus redes sociales, consiguieron m\u00e1s de 17 millones de impresiones potenciales de la marca online. Pero su impacto tambi\u00e9n se extendi\u00f3 a su vida fuera de Internet. Consiguieron generar 47.200 pruebas de producto que llegaron a m\u00e1s de 1,6 millones de personas \u00fanicas.<\/strong><\/span><\/p>\n

\u00a0<\/span><\/p>\n

Macro influencers para intensificar el impacto de la campa\u00f1a<\/strong><\/span><\/h2>\n

Para aumentar el alcance de este proyecto, encontramos 18 macro influencers en Espa\u00f1a y 10 en Portugal <\/strong>que afirmaban que Starbucks RTD era perfecto para ser consumido en cualquier lugar, por lo que compartieron diferentes momentos en los que lo beben: en el coche, de viaje, trabajando, paseando por el parque, relaj\u00e1ndose en la terraza. \u00a1Los resultados fueron sorprendentes! Consiguieron m\u00e1s de 5,7 millones de impresiones de marca online a trav\u00e9s de 38 contenidos en Instagram, tuvieron 458K interacciones y llegaron a m\u00e1s de 3,5 millones de usuarios \u00fanicos.<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n

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COMP\u00c1RTELO EN<\/h1>\n

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Estrategia anual para Starbucks Ready To Drink para aumentar su penetraci\u00f3n en el mercado, aumentar su visibilidad en el punto de venta e impulsar conversiones.<\/p>\n","protected":false},"author":19,"featured_media":16249,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[225],"project_tag":[785,790,810,789,380,787,378,784,812,786,653,588,811],"class_list":["post-16252","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-alimentos-bebidas","project_tag-best-influencer-campagins","project_tag-campanas-alimentos","project_tag-campanas-cafe","project_tag-campanas-de-marketing-cafe","project_tag-case-study-es","project_tag-caso-de-exito","project_tag-influencer-marketing-es","project_tag-influencer-marketing-ejemplos","project_tag-macro-influencer-es","project_tag-mejores-campanas-de-influencer","project_tag-micro-influencers-es","project_tag-nano-influencers-es","project_tag-ready-to-go-coffee"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/16252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/comments?post=16252"}],"version-history":[{"count":9,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/16252\/revisions"}],"predecessor-version":[{"id":24551,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/16252\/revisions\/24551"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/media\/16249"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/media?parent=16252"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project_category?post=16252"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project_tag?post=16252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}