CASE STUDY 2 | SOCIAL IMPACT BRAND CAMPAIGN
STARBUCKS, ASIA PACIFIC (HONG KONG)
GOODS FOR GOOD CAMPAIGN
Role - manager, marketing / creative direction
Job To Be Done - Set brand strategy and creative direction for social impact initiative to support communities throughout Asia Pacific in response to COVID-19.
Channels - Instagram, Facebook, Starbucks App, Retail Stores
Results - Developed “Goods For Good” campaign where a portion of product sales were donated to frontline and essential workers throughout the COVID-19 crisis in Asia Pacific. Assets drove awareness of Starbucks social impact strategy across all fourteen licensee markets in Asia Pacific. Sizable donations were made to local charities.
Creative Partner - TBWA Hong Kong
