Challenge
When Starbucks Philippines introduced its new Oatmilk range of plant-based beverages, it wanted to drive adoption of the new drinks through repeat purchase – and to achieve incremental sales. To do so, it was critical to reach people who enjoy plant-based beverages and who can’t live without their daily dose of caffeine.
Solution
Healthy alternatives are no longer niche on delivery platforms: Grab survey data* shows that 2 in 5 Filipinos have tried plant-based alternatives in the last six months.
To help drive adoption of the new Oatmilk range among these health-conscious consumers, the GrabAds team worked with Starbucks to introduce a digital merchant stamp card, a first for GrabAds, that automated stamp collection with every purchase. In the bricks and mortar world, merchant stamp cards are a popular tactic, but they come with challenges. For one, customers often lose out on stamps when they forget to bring the card to the store. It’s also difficult for merchants to tie sales back to stamp card promotions.
GrabAds’s digital merchant stamp card solves both problems by automating stamp collection within the Grab app after each purchase. Customers don’t need to fish around for a stamp card in their wallet or bag, while merchants can tie sales directly back to ads that drive awareness of consumers.
Starbucks started by reaching known coffee and tea lovers inside Grab with image ads, inviting them to complete a three-drink purchase challenge to earn a discount voucher. Users could tap on the ad to learn more about the challenge, and earn a digital “stamp” for every Oatmilk beverage purchase. Upon completing the challenge, they automatically received a discount voucher that they can apply on the next purchase.
Results
The campaign helped Starbucks achieve a sales uplift of 43% for the Oatmilk range of drinks – while delivering a more convenient and seamless experience for users.
*Source: PH Grab Food and Grocery Delivery Report 2022
