@starbucks
On Instagram and TikTok, @starbucks got back to good coffee and great company by focusing on craft, culture, and community. Plus, a healthy dose of internet humor — and remembering that it’s the most iconic coffee brand in the world.
Client: Starbucks
Work: organic social (always-on, campaigns, culture), paid social
Agency: Conscious Minds
⭐️ Jump to ⭐️: Swifties x Starbies | Celebs | Product-led
Swifties x Starbies
The Venn diagram of Swifties and people who call Starbucks “Starbies” is probably a circle.
To celebrate The Life of a Showgirl, we made a callback to get Swifties tapped in. Then, we flipped Starbucks into a Starbies — online and IRL in Nashville.
Those who met us at midnight online and found our easter egg could nab a free drink (out of 113,000) for their AM recovery.
The Nashville activation also gave out free drinks, stickers, and totes — all while we snapped the best moments and listened to our official Starbucks Lovers playlist.
We polish up real nice.
Celebs
Working with celebs means finding the sweet spot for both icons to sing. Ms. Tina Knowles and Cody Rigsby are two examples of getting drinks in hand while making our talent’s voice as authentic and resonant as possible.
And Hello Kitty is an example of when your talent is most expressive in justbeing themselves.
Nate Katsuki and Hannah Kosh are examples of briefing creators to make content in their full, vibrant personalities while seamlessly integrating Starbucks.
Product-led
Seasonality is big in bev world. Below are examples of leaning into fall/PSL season with limited-time drinks and social trends.
Big news, like protein being added to the menu, or the official secret menu in the app (and its first drinks!), all get their own moment, too.
For the first-ever secret menu contest, we pulled out all the stops. With a sweet grand prize, and a locked in judging panel, we showed fans love for their hardcore passion for customization.