Situation:
Starbucks Thailand prepared to launch the highly anticipated Harry Potter Collection across the country. The brand aimed to generate maximum buzz, captivate fans, and engage key audiences across social media, lifestyle media, and influencer networks, turning the launch into a cultural moment rather than just a product release.
Solution:
Prior to the launch, Burson Thailand provided integrated PR support, proactively selecting and seeding over 20 key influencers to build anticipation and generate buzz for the Harry Potter Collection. Each influencer shared the story across multiple platforms and formats including stories, posts, and short videos creating a narrative-driven experience that resonated with fans. At the launch event, over 40 bloggers and media pages participated, delivering a highly shareable experience that captured fan excitement and drove widespread media coverage.
Success:
The influencer program generated 61 high-quality media clippings, while the launch event achieved 226 clippings. The campaign reached nearly 18 million people, driving over 5.3 million engagements. Starbucks successfully turned the Harry Potter Collection launch into a standout cultural moment, reinforcing its position as a trend-setting lifestyle and beverage brand in Thailand.
