Company
Starbucks Coffee Asia Pacific
Date
Oct 2024
As third-wave coffee culture expands in the Asia Pacific, Starbucks acknowledges the rising competition from indie shops and brands like Blue Bottle and Arabica. This campaign aims to reconnect with customers through bite-sized content and the Roblox experience, reminding them that Starbucks has always been part of their coffee journey and has evolved alongside them. The goal is to reinforce Starbucks' position as a leader in the coffee industry while showcasing its commitment to quality and expertise.
As Campaign Lead, I directed Starbucks’ APAC Coffee Authority campaign:
Partnered with our creative agency to market Starbucks’ coffee heritage through engaging social media storytelling and promotional campaigns for the Starbucks x Roblox experience
Developed messaging that highlighted our coffee expertise and heritage
Educate and enhance communications on Starbucks' whole coffee bean offerings
Managed APAC rollout across 15 markets, ensuring brand-consistent adaptations and maximum campaign visibility
