Company
Starbucks Coffee Asia Pacific
Date
Jan 2025
The campaign aims to position Starbucks as a brand that fosters connections and communicates its social responsibility efforts and community programs. It seeks to engage customers and partners in Starbucks' mission, inspiring active participation in creating a positive community impact.
As Campaign Lead, I directed 360° marketing initiatives to elevate brand visibility across APAC by:
Defining core communication pillars that strengthened brand positioning and awareness
Co-creating high-impact campaigns with creative agencies, developing:
• Engaging storytelling narratives
• Multi-format assets (digital, video, experiential)
• Innovative activation conceptsProducing premium video content from concept to final cut, ensuring brand-aligned quality
Leveraging TikTok's Creator-led Package to amplify reach through influencer partnerships
Managing the regional rollout across 15 markets while maintaining message integrity
