Starbucks Stars For Everyone / Integrated Campaign

Previously, Starbucks Rewards members had to preload funds to earn Stars, but customers wanted the flexibility to pay as they went. So Starbucks expanded its payment options, making Rewards more accessible to everyone.

My team and I helped bring this launch to life through the Stars for Everyone campaign, creating a fully integrated rollout across TV, social, email, and digital. I helped shape the social strategy and execution, creating content that tapped into the excitement customers were already expressing. By pairing timely creative with active social listening and community management, we kept the conversation going and celebrated the community throughout the campaign.

The launch was a huge success, helping Starbucks reach a record 21.8 million active Rewards members in the U.S. while bringing back infrequent customers and driving more app sign-ups, store visits, and mobile orders. Social also exceeded expectations, generating 541 million+ impressions and strong engagement across platforms. Sip sip hoorayyy.

*Awarded a 2021 Shorty Award - Best in Restaurants

*Awarded a 2021 Bronze Addy Award