Starbucks Spring at Target

• Digital rich media

• E-mail marketing

• Social media

CHALLENGE

Target was not the first place that came to mind when shoppers wanted to stock up on their favorite coffee products. Starbucks and Target wanted us to help change that.

ACTION

We developed a multichannel concept to help Target become the destination for consumers’ at-home coffee and to win the morning occasion. The overarching idea was to own both the weekend breakfast occasion (brunch, making coffee for two, or just curling up with a good book) and be top of mind for weekday moments as well. The project came to life across different media, including digital rich media, Facebook, Spotify, and targeted email ads.

Using the idea of “The same coffee for any moment,” we were able to develop four moments linked together by a single cup. We then used the mechanics of each piece (i.e. the slider bars below) to tell the story of how buying Starbucks Coffee products from Target insured you were ready, no matter what the moment called for.

RESULT

Through the course of our campaign, we were able to make Target a grocery destination more top-of-mind versus an afterthought.

• Drove 61% new to brand sales

• 2.37% Click-through-rate surpassed both platform and competitive benchmarks 

• Custom creative slider build resulted in a dwell time of 24 seconds on average

ROLE

1. Concepting/Ideation

2. Art Direction

3. Design

TEAM

Creative Director: Liz Gazal
Senior Art Director: Mike Wozniak
Copywriter: Deirdre O'Donoghue

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