Mobile app campaign
When the reality of COVID-19 became clear in early 2020, many retailers had to adapt quickly to a rapidly evolving landscape. After the initial closing of many store locations, we were tasked with showing Starbucks the role that their mobile app could play in giving customers the best experience possible as stores reopened. We wanted superfans and casual customers to know that, though things had changed, we were ready to welcome them back.
Making it happen...fast
With travel and gathering restrictions making traditional productions impossible, we quickly made the decision to lean into animation. This allowed us to create a completely custom, brand-forward world, and quickened our speed to market, allowing campaign assets to go live across broadcast, social, and display in a matter of weeks.
A dramatic increase in app downloads and usage
Customers joined the loyalty program at incredible rates
In the U.S., the program grew to a record 21.8 million members
Growth up to 2.5 million within the quarter – surpassing pre-COVID totals
15% increase relative to the same quarter in 2019
Big Spaceship is embedded with the Starbucks team, and is a trusted partner when our business needs it the most. They helped us connect the dots between the little moments that our customers have a strong emotional connection to, while putting our app at the center of the best experience we could offer them as we reopened.
– Thomas Prather, VP Brand & Product Marketing
Introducing Nitro Cold Brew to a national audience