Company
Starbucks Coffee Asia Pacific
Date
Dec 2021 (Holiday), April 2022 (Earth Month), July 2022 (City Exclusive)
To leverage the popularity of LINE FRIENDS characters through three strategic collaborations: Holiday (December 2021), Earth Month (April 2022), and City Exclusive (July 2022). By launching themed merchandise collections, the objective is to creating excitement among Starbucks’ customers and LINE FRIENDS fans, enhance brand affinity and drive store visits and transactions.
As Campaign Lead, I partnered with the LINE FRIENDS team to develop mutually beneficial campaigns that achieve shared business objectives.
• Craft co-branded narratives reflecting our partnership values
• Develop multi-format marketing assets (digital, video, static image, lifestyle images, stickers)
Adapted and deployed strategies across 15 APAC markets, ensuring brand consistency in all executions and local market relevance through tailored activations.
Supported local marketing teams with campaign toolkit and guidelines and performance tracking frameworks
