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An interesting campaign by Starbucks

Starbucks launched an interesting campaign on RED/XiaoHongShu for World Earth Day (22 Apr.)

From 15 to 22 Apr, if you post a photo of yourself and a Starbucks mug on RED, and add the hashtag #行走的自带杯挑战赛 ("Bring Your Own Mug Challenge") and tag Starbucks RED brand official account, you may win a Starbucks mug for free!

This is a RED-exclusive campaign launched by Starbucks RED official account. RED even created a special topic (hashtag) for this campaign. And Starbucks also promotes this campaign on their WeChat official account and asks followers to follower their RED account. Up until now, this challenge has got 165,000 views and 301 related posts.

Recently Starbucks has been facing challenges from Chinese coffee brand Luckin Coffee and milk tea chains HEYTEA. Picture 2 shows how these brands are using RED to draw traffic to their offline stores.

Although Starbucks just launched their RED account last month, they have already got 2k followers. However, HEYTEA is the one doing the best with 80+ followers. Next time I will share more interesting cases about how HEYTEA is using RED to succeed in millennial generation.


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