designs x kass
designs x kass

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Starbucks Gold Life – A Social Campaign Driving Membership

Challenge

Starbucks wanted to acquire new members for their Rewards program, where members are incentivized to achieve gold status.

Solution
We created a digital and social campaign get people excited about "Gold Status", driving awareness of the program, and getting people to sign up.

‍Results
1 million new sign ups for the Starbucks Rewards program
49 million uses of the Snapchat lens
1.7 million impressions via influencers
37% of the people who viewed the Facebook Canvas ad downloaded the app and signed up for the program

During my 3 years at Edelman, I led the art direction for the Starbucks account. We ran various campaigns, from the traditional coffee, to the red cup launches, to food, to tea. Gold life was one of the larger and more successful campaigns. We ran a series of paid media across social, from Snapchat filters, to scratch and reveal Twitter posts, to Facebook interactive/canvas ads.

We leveraged Gold life on snapchat by creating a filter that embodied what it felt like to earn stars and reach gold status.

Art Direction
Social Campaign
GIFs
AR Filters
An animated gif of the Starbucks Snapchat face filter. Stars come out of your eyes and create a star explosion on screen.

We knew short form storytelling was crucial for our audience and the Twitter platform. We created 1-2 second GIFs to tell the gold life story.

An animated gif showing that collecting stars can help you earn free food and coffee
An animated gif of a hand touching a Starbucks coffee paper cup and it turning gold

Our goal was for these executions to feel as magical as the benefits of reaching gold status.

An animated gif of a person shaking a coffee cup out of a phone
A stop motion of a drawing of a coffee cup being filled up

I created these gifs from concept to execution. Using a mixed media approach with paper crafts, After Effects, and Photoshop.

An animation of someone cutting a star out of a napkin and it unfolding to become multiple gold stars
An animated gif of a hand reaching out to the coffee counter at Starbucks and summoning a coffee cup

We worked with the Facebook Ad team to launch their new canvas ad unit. It would react and move as the user physically moved their phone.

Behind the scenes
I discovered my talent and love for paper crafting during this project. My Creative Director recognized that I was working really late hours with my X-acto knife creating the scenes for these gifs. We hired a professional freelancer to help, but my bar was high. After a day I had to step back in and take over. I am a perfectionist but I learned the value of delegating—I found other ways he could support me, and I focused on where my talents lied.

Sketch of the concept for the frapuccino surprise party
A behind the scenes photo of the paper art construction of a surprise party for a Frappuccino
Behind the scenes of the production of an animated gif
An animated gif of the lights turning on for a surprise party for a frappuccino

🏆 Shorty Awards: First Place in Art Direction 

🏆 Shorty Awards: Graphics Silver 

🏆Shorty Awards: Hashtag Bronze

Full team:
ACD: Natalie Purbrick
Motion: Kevin Brown
CD: Michelle Franzoia
Producer: Elizabeth Daly