Problem + Solution
Starbucks wanted to acquire new members for their Starbucks Rewards program. To solve this, we created a digital & social campaign get people excited about "Gold Status" to drive new memberships.
1 million new sign ups for the Starbucks Rewards program, 49 million uses of the Snapchat lens, 1.7 million impressions via influencers and 37% of the people who viewed the Facebook Canvas ad downloaded the app and signed up for the program.
Art Direction, Photography, Illustration, Design.
///////////ACD: Natalie Purbrick. Motion: Kevin Brown. CD: Michelle Franzoia. Producer: Elizabeth Daly.
We used Snapchat to bring to life the star currency of the rewards program. Stars. All day. Fans used the lens over 49 million times. 😱😱😱
We used Twitter's short form storytelling to explain the program's benefits in the best of internet ways; GIFs or JIFs if you're weird.
Each post highlighted a benefit of living the #GoldLife – free refills, skip the line, earn free treats and bday gifts.
These GIFS became my life for months. From concept to execution, they taught me so much. I learned about After Effects, compositing, keying, physics, paper crafting, illustrating, colors and how to trick people to leave the Starbucks so we could have it to ourselves.
We used the Facebook Canvas ad units to do more of the educational heavy lifting. We kept it simple. To the point.
The results were great, people engaged, and an impressive 37% of those who viewed the ad downloaded the Starbucks app and joined the program.