OBJECTIVE:
The client wanted to remind customers about its mobile app, which allows users to order online and pick up in stores or from the comfort of their vehicles.
CHALLENGE:
The campaign was slated to launch but then the COVID-19 lockdowns began, which was followed by intense social unrest. During this time, negative news had also began to surface about Starbucks and their lack of support for employees wearing BLM shirts. As a result, some of the celebrities no longer felt comfortable aligning themselves with the brand and wanted to drop out of the project.
SOLUTION & RESULTS:
- We served as consultants to both the client and talent, facilitating and navigating through many difficult conversations, and providing our best recommendations to all.
- Despite having marketing goals to hit, as a trusted partner, we advised the client on putting the campaign on pause to avoid any additional backlash from the talent and people on social media.
- After a 2 month pause and a statement about their stand against racial injustice, we contracted four celebrity influencers to promote the mobile app: Busy Philipps, Ashley Tisdale, Allyson Felix, and Brent Rivera.
Influencers drove engagement, interacted with their audiences, and ultimately over-delivered on the contracted deliverables resulting in over 130M+ impressions, 5M+ engagements,12M+ video views.
Live Examples:
