I had the pleasure and privilege of doing many projects for Starbucks, working directly with clients in Seattle on global brand initiatives. Here are three of my favourites.
Starbucks.com
There are never as many opportunities to truly “tell stories” as I would like in this business. So I was really thrilled when asked to create unique and engaging long-form product stories for the redesign of Starbucks.com.
I’m particularly proud of the work I did on the Whole Bean Coffees section. I put a lot of research into each story to make it sing with rich detail. Then I crafted and polished until it was word-perfect.
(Starbucks) RED
For the global launch of their partnership with Product (RED), Starbucks invited coffee drinkers to “do something good every day.” By making purchases with a special edition (Starbucks) RED card, customers would also be donating to the Global Fund to fight HIV/AIDS in Africa.
At the time it launched, (Starbucks) RED was the most virally successful campaign Facebook had ever seen. User engagement spawned a record-breaking 320 million organic impressions.
Starbucks VIA™ Ready Brew
When Starbucks was ready to launch VIA, its first-ever instant coffee product, it wanted to not only create social buzz around the launch, but also educate customers on occasions for product usage. This social campaign asked customers to share their product experiences of these occasions for a chance to win great prizes.
