72andSunny

Client: Starbucks

As Sr. Strategist at 72, I oversaw project-based brand strategy and content development for Starbucks. 

72 lead the charge on Starbuck's 2016 Valentine's Day strategy, my role was to develop a strategy to stoke engagement around Starbuck's four-day share event featuring a Buy One, Give One offer for Valentine's Day. 

My strategy leveraged the changing cultural sentiment around Valentine's Day to disrupt people's feeds with fun, lighthearted content optimized for sharing and celebrating all types of love and relationships- not just romantic ones. 

We created an arsenal of Valentine's Day memes that were featured on Starbuck's SDN and social channels. We also created two national Snapchat geofilters to be leveraged in #StarbucksDates across the country during the share event. 

Finally, we also created a series of engaging Snapchat Stories highlighting the share event's limited time drink, the Molten Chocolate Frappuccino. 

Results: 

-Facebook content crushed it, Valentine's Day posts were amongst top performing content of 2016. 

-Snapchat geofilters performed 133% above expected levels of engagement, including: 21,733,640 views, conversion rate was 18%, beating the holiday campaign/red cup launch.