Case Study: Successful Promotional Campaigns Using Customised Products - Starbucks 2016 Holiday Cups

Starbucks has long been synonymous with innovative marketing strategies that not only enhance its brand but also create a unique customer experience. One of their standout initiatives is the annual redesign of their holiday cups, a tradition that began in 1997. This blog explores the success of their 2016 Holiday Cups campaign, which took customisation to a new level by incorporating customer-submitted designs using their signature cup. 

Background 

Every holiday season, Starbucks introduces a new design for their cups, which are eagerly anticipated by customers worldwide. These designs typically feature festive themes and are intended to evoke the warmth and joy of the holiday spirit. In 2016, Starbucks decided to innovate by turning this campaign into an interactive experience, inviting customers to submit their own holiday designs. 

The Campaign 

The 2016 Starbucks holiday cup campaign kicked off with a global invitation for customers to share their creativity. Participants were asked to submit their designs via Instagram using a specific hashtag. This not only engaged customers in a new and exciting way but also tapped into the power of social media to amplify the campaign’s reach. 

From the thousands of submissions received, 13 final designs were selected. These designs were from six countries, including Indonesia, Dubai, Canada, Russia, South Korea, and the United States, showcasing a significant global engagement. The selected designs varied from snowflakes and reindeer to festive scenes and abstract prints, each reflecting the individual artist’s interpretation of the holiday season. 

Implementation 

The winning designs were printed on Starbucks’ holiday cups and distributed across 75 countries. This global rollout was supported by a comprehensive marketing strategy that included traditional media, social media spotlights on the artists, and in-store promotions. The designers received recognition not just on the cups but also through Starbucks’ digital marketing channels, creating personal stories that customers could connect with. 

Impact 

The 2016 Holiday Cups campaign was a resounding success for several reasons: 

• Customer Engagement: The campaign transformed customers into contributors, deepening their connection to the brand. It created a platform for Starbucks lovers to showcase their talent, making them feel valued and appreciated.
• Brand Visibility: As participants shared their designs on social media, it naturally led to increased exposure for the campaign and, by extension, the Starbucks brand. The unique and diverse designs made the cups highly shareable, which further amplified visibility. 
• Global Reach: By featuring designs from various countries, Starbucks highlighted its global presence and inclusivity, appealing to a broad audience. 
• Sales Increase: The excitement generated by the anticipation of new designs and the direct involvement of customers contributed to an increase in foot traffic and sales during the holiday season. 

Lessons Learned 

This campaign illustrates the power of user-generated content and community involvement in promotional strategies. Here are a few takeaways: 

• Embrace Customer Creativity: Allowing customers to contribute to a product’s design can lead to innovative results and strong customer bonds. 
• Leverage Social Media: The use of social media for submission and promotion amplified the campaign’s reach and impact exponentially. 
• Celebrate Diversity: Incorporating global elements can resonate with a wide audience, enhancing brand appeal across different demographics. 

Conclusion 

Starbucks’ 2016 Holiday Cups campaign is a prime example of how a well-executed promotional strategy using customised products can yield tremendous results. By involving the customer in the product creation process, Starbucks not only enhanced its brand appeal but also created a memorable holiday experience that stood out in the crowded festive season market. This approach, combining creativity, customer engagement, and global inclusivity, can serve as a blueprint for other brands aiming to leave a lasting impression with their promotional campaigns.