Our challenge was to transition Frappuccino brand from seasonal summer treat into an always-on social media icon. The strategy: transform the brand’s endless flavors ideas into Instagram-able FOMO-ments. I co-authored the social media brand voice, digital brand guidelines, onboarded agencies, wrangled influencers and led our in-house teams to the social media promise land—(There were lots of cats there).

CREATORS —

Working on this brand gave me the unique opportunity to work with some truly amazing characters: Romain Laurent, Andrew Knapp + Momo, Kelly Mindel of Studio DIY, Shonduras, Paul Octavious, Mikey Burton, Matt Crump, and countless others.

READY TO DRINK —

The Ready To Drink Frappuccino was also an important part of the Frappuccino Universe. While it had different stakeholders and business goals—we were able to drive buzz and results while staying true to the the brand.

RESULTS

• Transitioned Frappuccino from a seasonal product to an always on brand

• Established a voice that catapulted the brand to social media juggernaut status

• Grew audiences across channels every year:

  • 12 million on Facebook, 1.2 million on Instagram, 281,000 on Twitter

• Learned that photographing a frozen beverage is much more difficult than it seems

CREDITS
Creative Direction // Wade Campbell
Strategic Direction // Ryan Turner / Starbucks Social Media Strategy Team
Creative // Swift Collective / Starbucks Social Media Creative Team