Starbucks
Origins
As
a major corporation, Starbucks will always be under scrutiny for taking
advantage of economic discrepancies globally. Although they are helping Papua New Guinea
(where their coffee beans come from) by helping the economy through aid and
sustainable resources, we don’t know exactly what they are doing.
In my
content marketing idea, I want to go to the very source, the coffee bean
farmers. I want to profile them, know their past, how Starbucks has affected them (good or bad) and how they
assisted in their growth.
The
first part of this strategy is to generate attention. Putting the faces and a short story of these
farmers on the Starbucks cups that millions of people consume everyday will
definitely be recognized. In doing so, people will have a glimpse of their
lives and in hopes of curiosity, seek further information on the people that
provided them with these beverages.
The
second part is to use the full strength of Starbuck’s social media arsenal. Everything is developed, people are listening, we just
need to tell the story. Through interviews and visits to the farm by an
indorsed celebrity (preferably over just camera edits and captions), we can
construct a story of how Starbucks is not taking advantage of their scenario.
Pushing content from all social media fronts will generate a ton of
conversations online.
Video
hosting platforms such as Facebook
and Youtube will be vital. Success
will be measured by the conversations people have about Starbucks as a brand
and can be analyzed through comments, likes, etc.
The
goal of this campaign is to help the brand image as a giant multinational
company. I feel like nowadays companies will do the bare minimum to do what is
considered “righteous”.
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