To mark the beginning of the Christmas season in the UK and to reinstate its position as category leader when it comes to festive coffee, @StarbucksUK saw an opportunity to achieve a high impact 2020 launch for its iconic Red Cups by announcing them on Twitter.
Keen to make the most of its existing Red Cups brand equity among Christmas fans and coffee lovers on Twitter, @StarbucksUK chose to showcase its 2020 Red Cups launch in a Trend Takeover+.
Taking over the top spot in the Explore tab for 24 hours meant @StarbucksUK could share its key message in a timely, efficient way. It ensured that the widest possible audience of people on Twitter in the UK would discover its Red Cups were once again available in its cafes.
To drive campaign engagement, @StarbucksUK also used a Tweet to introduce a new coffee flavour, Truffle Deluxe. By Tweeting either #ToffeeNutLatte or #TruffleDeluxe, it encouraged caffeine fans on Twitter to participate in a beverage battle by voting for either this new drink or another staple of its seasonal menu.
Starbucks also made strong use of hashtags to spread its key campaign messages including both #RedCups and #CarryTheMerry which harnessed its global holiday season tagline.
To capture attention with Christmassy creative, @StarbucksUK used a gentle animation of slowly swaying baubles, one featuring its logo and the others showcasing some of its festive season special drinks.
According to Michelle Nachum, Paid Social Account Director, at Havas Media: 'The Twitter Spotlight Trend enabled us to deliver high impact reach with ease to mark the start of RedCups in the UK. In addition, to generating an unprecedented number of impressions in the UK, we saw strong levels of engagement and conversational buzz around the moment, which was a bonus.'