Company
Starbucks Coffee Asia Pacific
Date
Nov 2024
To create an enchanting experience for Starbucks fans and Wicked fans through the introduction of exclusive Starbucks beverages and merchandise. By engaging customers with these unique offerings, the campaign aims to deepen brand affinity and enhance the overall Starbucks experience, fostering a sense of community and excitement around the beloved story.
As Campaign Lead, I executed the Wicked partnership localization across 7 APAC markets by:
Leading regional-specific creative production - Directed the beverage reshoots and adapted global assets with regional offering
Bridging franchise and brand needs - Translated Wicked's IP guidelines into market-relevant executions while protecting Starbucks' premium aesthetic
Managed complex localization efforts by overseeing local market marketing plans and communications, ensuring all brand adaptations—copy, visuals, and promotions—met 100% of deadlines and guidelines
Driving 360° execution - Synchronized in-store, digital, and social activations across all markets
