STARBUCKS INDONESIA

The coffee chain encouraged first-time customers to visit its stores in the wider Jakarta area with ads that click to Instagram Direct, and earned a 6X return on ad spend.

THE STORY
Connecting with customers over coffee

Starbucks has been part of the Indonesian community since 2002, serving an array of coffee and food, and serving as a “third place,” after home and office. The coffee brand actively works to connect with customers in a variety of ways and hopes to become a part of their daily routine.

6X

return on ad spend

4.7-point

lift in ad recall

one-point

lift in intent to visit store

With our pilot ads that click to Instagram Direct, we have found new ways of connecting with coffee lovers and encouraging them to visit our stores in the wider Jakarta area. By combining both online and offline channels to court new customers, we have seen an increase in ad spend as well as intent to visit stores.
ASTRID TANGGARA, MARKETING GENERAL MANAGER, STARBUCKS INDONESIA
THE GOAL
Driving more in-store sales

Starbucks Indonesia was looking for innovative ways to boost in-store traffic and wanted to encourage more people who reside in Greater Jakarta to visit its outlets, especially new customers.

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THE SOLUTION

Instant coffee coupons

Starbucks Indonesia ran ads that click to Instagram Direct in feed and in Stories, featuring a range of its drinks along with a promotional offer. The photo ads were optimized for messages, which generated the Send Message call-to-action. When people clicked, the ads opened an Instagram message prompting them to choose one of the promotional offers or an offer to join the Starbucks Rewards program.

Once people chose an option, Starbucks Indonesia sent an automated response in the message thread that contained either a non-unique coupon or a link to sign up for Starbucks Rewards. To focus on new customers in the wider Jakarta area and ensure that no one received more than one promotional coupon, Starbucks specifically excluded people who had previously visited its Instagram and Facebook Pages.

According to the results of a brand lift study conducted between June 4–25, 2021, the coffee chain earned the following results:

  • 6X return on ad spend
  • 4.7-point lift in ad recall
  • one-point lift in intent to visit store
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