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CASE STUDY | Powered by Ada STARBUCKS BLONDE ESPRESSO ROAST • To launch Starbucks new Blonde Espresso Roast and deliver a data-driven OOH ad campaign, targeting and converting coffee drinkers across the UK. OBJECTIVES STRATEGY • Ada was used to build a custom behavioural audience through mobile location data over a 6 month period. • The ‘Coffee House Hopper’ audience was identified as people who frequently visit high street coffee houses but are not loyal to any particular one. • The best performing Large Format Digital inventory was selected to be part of the OOH media buy. • All data in Ada is timestamped, allowing insights around time of day and day of week to be integrated into the planning. • The campaign was then measured against brand metrics to determine the effectiveness of OOH and Ada on a Coffee House Hopper audience. EXECUTION • The Ada campaign informed consumers of the new blonde roast. After being exposed +45% said they were likely to try the new roast. Among niche Starbucks audiences this increased even further. • As a result of exposure to the OOH campaign 25% of consumers made an incremenal visit to Starbucks. • 57% of those exposed to the campaign took some kind of action. Rising to 8 in 10 among specific roast choosers. The majority of consumers talked about the campaign or recommended it to others. RESULTS
