72andSunny

Client: Starbucks

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

72 led the charge on Starbucks' 2016 Valentine's Day strategy. My role was to develop a strategy to stoke engagement around Starbucks’ 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 Starbucks SDN and social channels. We also made 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 the 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.