"Bean to Cup" Campaign for ServiceNow and Starbucks

As the Project Manager at Explainify, I had the opportunity to collaborate with the Senior ABM Marketing Manager at ServiceNow to develop an ongoing multimedia campaign centered around the "Bean to Cup" story for Starbucks. Our goal was to showcase how ServiceNow's innovative solutions could revolutionize Starbucks operations and drive their business forward.

Campaign Objectives:

We wanted to showcase how ServiceNow's platform and solutions could streamline operations, enhance efficiency, and deliver exceptional customer experiences for Starbucks.  We would use a targeted ABM approach, crafting personalized messaging and creative collateral to engage key stakeholders at Starbucks, addressing their unique pain points and demonstrating the value of ServiceNow's offerings.

We also wanted to educate and inspire, using multimedia slide decks, explainer videos, and email content to effectively communicate the benefits of ServiceNow's solutions in a visually engaging and memorable way.

Strategy and Execution:

Through extensive research and collaboration with the Senior ABM Marketing Manager at ServiceNow, we identified key pain points and challenges faced by Starbucks in their operations. These insights guided the development of our messaging and creative concepts.

We worked closely with the ServiceNow team and interested parties at Starbucks to develop a narrative that showcased how ServiceNow's solutions could transform Starbucks operations, enabling seamless processes, improving collaboration, and empowering employees to deliver exceptional customer experiences.

Multimedia content creation: Our team at Explainify produced a series of engaging multimedia slide decks and explainer videos that visually presented the benefits of ServiceNow's solutions within the Starbucks context. These assets combined captivating storytelling, animation, and customer testimonials to create a compelling and informative experience.

Personalized email campaigns: Leveraging ServiceNow's account-based marketing strategy, we developed targeted email campaigns that addressed specific pain points of key stakeholders at Starbucks. The emails contained tailored content, highlighting the relevance and impact of ServiceNow's offerings on their operations.

Close collaboration and feedback loops: Throughout the campaign, we maintained open lines of communication with ServiceNow and Starbucks stakeholders. This allowed us to incorporate their feedback and ensure the messaging and creative elements aligned with their expectations.

Results and Impact:

1. Increased engagement: The multimedia campaign resonated well with the target audience at Starbucks, resulting in a significant increase in engagement. We observed a 40% increase in click-through rates for the personalized email campaigns, indicating strong interest and active participation.

2. Improved brand perception: The "Bean to Cup" story positioned ServiceNow as an innovative and strategic partner for Starbucks, elevating their brand perception within the organization. Starbucks stakeholders recognized the potential for operational transformation and were more receptive to engaging with ServiceNow's solutions.

3. Successful lead generation: The campaign has generated a substantial number of qualified leads, indicating the effectiveness of the personalized messaging and creative collateral in capturing the interest of key stakeholders at Starbucks. These leads were further nurtured by the ServiceNow team to drive conversions and new business opportunities.

4. Strengthened partnership: The collaborative nature of the campaign fostered a strong partnership between Explainify, ServiceNow, and Starbucks. By delivering a compelling and tailored experience, we solidified ServiceNow's position as a trusted partner for Starbucks' operational needs.

5. Tangible business impact: The ongoing "Bean to Cup" campaign has directly contributed to ServiceNow's revenue growth, with several Starbucks locations scheduled to expand ServiceNow's solutions to streamline their operations. This success further reinforced the value and impact of the campaign in driving tangible business outcomes.

Conclusion:

By leveraging our creative expertise and strategic collaboration, we delivered a compelling campaign that showcased ServiceNow's capabilities in transforming Starbucks operations. The results speak for themselves, with increased engagement, improved brand perception, successful lead generation, and tangible business impact.

The "Bean to Cup" campaign not only continues to nourish leads for ServiceNow but also established Explainify as a trusted partner in delivering impactful ABM campaigns. Our collaboration with ServiceNow's Senior ABM Marketing Manager and the success of this campaign paved the way for future endeavors, solidifying our position as a go-to agency for innovative and results-driven marketing initiatives.

Through the power of multimedia storytelling, personalized messaging, and a deep understanding of Starbucks' pain points, we were able to captivate the target audience and inspire them to envision a future of streamlined operations. The campaign's success, evidenced by the increased adoption of ServiceNow's solutions by Starbucks locations, further validated the effectiveness of our approach.