About
Our partnership with Starbucks Singapore began with one goal: introducing the new WEAVE outlet at Resorts World Sentosa. It soon grew into something bigger. We were also raising awareness of other outlets and driving merchandise sales. Everyone already knows Starbucks, but with cafes popping up all over Singapore, the brand still has to reach the right people. That's where influencer marketing and targeted ads came in.
Approach & Strategy
Matching Audience Persona and Influencer Profiles
Because this campaign was built around influencers, we started by researching who actually visits each outlet, so we could find the creators those audiences already follow and trust. We looked beyond nationality to interests too, from coffee habits to favourite travel destinations.
Running Seasonal Campaigns
With Indonesian and Indian audiences in focus, seasonal campaigns such as Eid al-Adha were a natural fit. They reach travellers flying into Singapore, and people of those nationalities who already live here and celebrate with those around them.
A/B Testing
Even though most of our work was with KOLs, A/B testing still played an important part. It gave us insights into targeting, the language influencers used, and which content types performed better.
Results
The partnership delivered strong, measurable results in 2 months:
- Cost per reach dropped by 40%
- Post shares increased by 10%
Conclusion
This partnership shows how KPI Media can grow awareness for a well-known brand through influencer marketing and paid ads. Both call for thorough research and A/B testing to produce meaningful insights.
