Company
Starbucks Coffee Asia Pacific
Date
Feb 2025
To create a compelling narrative for the Spring seasonal product launch, I focused on themes of renewal and the vibrant spirit of the season, promoting new beverages through beautifully designed paper goods. The goal was to enhance customer connection and celebrate cherry blossom season, driving engagement and sales for Starbucks.
As Campaign Lead, I spearheaded Starbucks' seasonal Spring campaign across APAC by:
Collaborating with creative agencies to produce high-impact assets (social content, in-store materials, and limited-edition packaging) that embodied the season's energy
Developing targeted loyalty communications to drive member engagement and repeat visits
Adapting and localizing the campaign for 15 markets while ensuring consistent brand storytelling
Synchronizing cross-channel execution (digital, retail, product) to create a cohesive customer journey
