CASE STUDY 3 | seasonal product campaign

STARBUCKS, ASIA PACIFIC (HONG KONG)

SPRING 2021 CAMPAIGN “DREAM AWAY”

Role - manager, marketing / creative direction

Job To Be Done - Develop end-to-end marketing to support complex product strategy - launching Cloud Macchiato and Cherry Blossom beverages to Starbucks customers across Asia Pacific. Create GTM strategy that resonates with target audience across key brand channels.

Results - Seasonal/time-limited cup design drove higher than average engagement with customers; social media assets reached more users and seasonal products beat targets.

Channels - Instagram, Facebook, Starbucks App, Third-Party Delivery Partners, Retail Stores, E-commerce (i.e. Lazada, Swiggy, Zomato)

Examples of campaign execution - Custom Cherry Blossom Cup Design , Starbucks Cherry Blossom Product Launch, Starbucks “Slow Cloud” IGTV

Creative Partner - TBWA Hong Kong