Starbucks has recently released a new campaign called "Upstanders". With all the negativity and hate going on in the world, Starbucks seeks to recognize Americans to do the extraordinary to make a positive change in their communities. With a series of 10 inspirational stories written and produced by the CEO and executive producer, Starbucks strives to showcase the positive things in our world.
Starbucks has always been a storytelling brand, so now it is time to share the stories that really matter. So many incredible things happen everyday that get ignored and pushed aside by different News platforms, but Starbucks is changing what we hear.
"Upstanders" stories include from a college student creating a web-based solution so save thousands of pounds of food a year, an ex-convict creating a safe place for other female ex-convicts to live, and a father creating a business for is autistic son. Throughout the month of September, Starbucks continued to celebrate these "Upstanders" across the country.
Personally, I think this is a smart move on Starbucks' behalf. Most company campaigns are for product promotion or for a very popular charity, but no one ever recognizes the everyday, average person. This makes Starbucks stand out even more by showing compassion and respect to the community, which is only going to improve their outstanding reputation.
Want to watch "Upstanders" for yourself? Go to starbucks.com/upstanders and keep up with the weekly downloadable podcasts.
I really think this is an awesome move by Starbucks and this campaign should really increase traffic and loyalty by it's customers, because of the feel good affect of the released podcasts. I look forward to seeing these.
ReplyDeleteI did my brand comparison paper on Starbucks and Dunkin' Donuts, and the Upstanders campaign is what stood out to me the most on Starbucks' social media platforms. I think recognizing "average" individuals for their hard work and extraordinary accomplishments rather than solely promoting its products causes Starbucks to seem more personable and relatable to its customer base. I agree with you that the Upstanders campaign is awesome, and I believe it could potentially lead to an increase in customer traffic into its stores.
ReplyDeleteWow I have never heard of this before, thanks for sharing! I think this is a great decision by Starbucks. This goes along with the brand's personality and I am sure this will create a lot of brand loyalty and brand love.
ReplyDeleteI hadn't heard about this campaign before, but I'm definitely going to look into it now and see what its all about. This kind of community/average person approach should be successful for Starbucks because I think thats very representative of their loyalty base. In so many cities Starbucks stores represent a landmark for giving directions or a social gathering place, and I think this campaign shows Starbuck's brand personality better than some of their campaigns in the past.
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