Starbucks Newsletters

Starbucks newsletters reach an audience of over 15 million twice a month. Our team worked to create beautiful, unique, cohesive stories between these one-off products, in-store promotions, and initiatives. Personalizing based on location, membership status, and device type. Which paid off, because we increased open rates, click-throughs, and social sharing by quite a bit.

• Highest total open rate: 75% (average is about 45%)

• Highest forwards: 84K (driving 356K clicks)

• 90% of coffee machines sold one weekend came from the newsletter promotion

• One newsletter drove 25K video starts to 1912 Pike Blog resulting in 15% of total traffic

Creative Director: Kim Arispe • Art Director: Susan Lamb • Art Director: Leslie Buker • Designer: Nicole Gleadle  • Copywriter: Darrah Christel

Starbucks Merry Mondays

For this project, we were asked to drive engagement with the Starbucks Rewards program and fuel incremental transactions on Mondays, 2 p.m.–close. We wanted to break through the clutter with something compelling, like an entire email written in the same meter as Twas The Night Before Christmas.

Along with an email announcement, we created a version for Teavana, a responsive landing page, and multiple drivers. The campaign delivered over $2.7M incremental net revenue and over $1.1M in profit.

Creative Director: Virginia Magaletta • Designer: Nicole Gleadle  • Copywriter: Darrah Christel

Starbucks Rewards Website Redesign

The goal of this project was to update the digital experience of the Starbucks Rewards loyalty program. The content needed to deliver quick yet comprehensive reasons to join. As well as break down barriers of registration, showcase a handful of benefits, and communicate that one transaction would get you Gold status. 

Starbucks Rewards members account for about 40% of the Starbucks business, so this was a huge undertaking with many stakeholders.

Starbucks For Life

Our agency was responsible for building a responsive website experience centered around a “collect and win” game to help players feel like they were progressing and winning—even if they didn’t take home the grand prize of Starbucks for Life. We were also responsible for trigger emails, social copy, and paid media. 

On the backend, our developers worked with Hello World to make sure the game was connected to customers’ transaction history, so they’d get rewarded with a game piece or an instant win Bonus Star for every purchase.

Prizes were won when three game pieces were collected in a single row on the digital game board. The game pieces were themed around super fun characters our brilliant designer Larry Brady created.

The game exceeded initial transaction goals, driving $4.2M incremental net revenue and $1.5M profit, leading to multiple years of development. 

Winter 2015

Summer 2016

Winter 2016

Creative Director: Virginia Magaletta • Associate Creative Director: Kim Arispe • Art Director: Susan Lamb • Designer: Nicole Gleadle •  Designer: Larry Brady • Designer: Amanda Salvaggio •  Copywriter: Darrah Christel • Copywriter: Summer Karaskova