Best Beverage Social Media Campaign

During a particularly fragmented holiday season, Starbucks wanted to generate and sustain excitement for this year’s red cups, even as holiday shoppers spent more time online, and less time hitting the shops. Our target audience was the entire Starbucks community across social media.

For the first time in nineteen years of holiday red cups, Starbucks celebrated the season with not just one, but 10 red cup designs. Each cup was inspired by fan art from around the world.
Our social strategy harnessed the seasonal joy woven into the cup designs and celebrated what customers love most about the holidays and the iconic red cup across Instagram, Facebook, Snapchat, and Twitter.

We rolled out the holiday campaign in 4 phases:

1. Tease
We teed up excitement and speculation for the global launch of red cups with playful creative leveraged in local markets around the world.

2. Celebration
To celebrate and elevate the individual designs, we created cinemagraphs and animated GIFs to lovingly bring each fan’s art to life.

3. Spreading Cheer
We broke through social clutter with arresting posts that reminded people of the joys of sharing a cup of coffee and holiday cheer.

4. Sustainment Marketing
We seamlessly intertwined the red cup spirit with promotional support of the Starbucks app.

All in all, we shared 232 pieces of content in 30+ countries. Total global engagements exceeded the 4 million mark.

Total US Engagement:
2,235,372 Views
1,698,828 Likes
6,835 Comments
4,338 Retweets

Contributors:

Executive Creative Director:	Michelle Franzoia
Creative Director:	Natalie Purbrick
SVP, Account Lead:	Martha Kalman
Art Director:	Kassandra Zuanich
Senior Producer:	Elizabeth Daly
Motion Designer:	Kevin Brown
Executive Producer:	Claire Fontana
Account Supervisor:	Taylor Rodriguez
SVP Digital Strategy:	Amanda Sklad
Director, Digital Creative, Starbucks:	Briar Waterman

EDELMAN

Location: USA