Starbucks Social Campaign Analysis

The Starbucks brand is all about selling the high quality coffee experience. This Pinterest campaign aims to target Starbucks customers, and future customers who brew their own coffee at home. This campaign offers education to the users on Pinterest in the form of brewing tutorials, branded with their logo and using photos that match the Starbucks brand.

The Value Principle is evident in this example since the focus of the pins is to first and foremost, educate and empower people on how to brew their bagged coffee. The Branding isn't too heavy handed, and there's no indication of a sales pitch in the initial imagery, which makes the campaign quite shareable.

The Principle of Least Resistance is in full effect here. The instructions in the imagery are as simple as can be. Not much effort needs to be made to read or learn the steps. Imagery makes it even easier to convey the information. Upon clicking the image, a simple list of steps pops up in the image description. If users want to learn more, they can click a second time and be taken to a landing page with additional details on the subject, as well as links on where to purchase relevant products. This ad campaign makes it easy to say yes to more information by making the content concise, the imagery appealing, and the website content relevant.  Here's a link example of the landing page for one of these Pinterest pins.

The principle of Expectations is well implemented in this campaign as well. When clicking through for more information, the content is relevant to the initial images and in fact, gives added value by offering additional information and tutorials which may be relevant.