As folks were coping with their circumstances, Starbucks turned to social media as the most direct way to connect with customers.

In response to lockdowns eliminating foot traffic in stores, we developed a campaign that drew awareness to our app by focusing on the ease and safety of mobile ordering. We turned to illustration and design to create a variety of social assets without the need for a traditional shoot.

The campaign drove acquisition of new members and Starbucks reported the highest-ever mobile order sales to date.

For our organic content we quickly shifted our focus from product to people, leaning heavily into empathy and developing reactive content. We provided clarity to store operations, brought small moments of uplift, friendly tips, and recognized the strength of our community.