HOLISTIC STORYTELLING ECOSYSTEMS WITH CLEAR INTENTION TO MEET COMMUNITIES WHERE THEY WANT TO BE.
Creating an efficient line of communication between brands and their consumers requires integrating a holistic ecosystem of touch points to deliver product stories through purposeful content. Time of engagement in a saturated landscape is an increasingly valuable commodity requiring efficient, consistent and clear communication within the digital connections that fuel brand conversations. If we understand our objectives we can craft the digital experience to support the goals of an initiative and capture the imagination, inform to clearly identify a product benefit and inspire meaningful consumer action by appealing to the person on the other side of the screen. Our digital brand teams leverage a higher-level strategic approach, regardless of the deliverables, to ensure that integrated marketing content is developed in service of the core ideas behind the brands we partner with to drive a unified narrative that ensures the purpose-built content is in alignment with the experience of each platform, while also looking to evolve and challenge where appropriate. By establishing cocreated objectives, we can arrive at beautifully smart solutions that speak to consumers with a confidence that converts consumers into believers.
As part of a Summer-long campaign, our brand team collaborated with the Starbucks global team to unify the collective messages and bring a sense of adventure to the brands seasonal offerings that would bring multiple new categories to life for the consumer. Each story would be a catalyst for artfully crafted options that would position the brand as the launching point for summer exploration and facilitate Starbucks as the place to both gather and regroup for pre and post exploration of summer’s possibilities—whether customers were on a 10 minute break to enjoy a moment of escape or headed on the road trip of a lifetime.
The story of discovering your favorite new handcrafted flavor of Frappuccino was inspired by the season’s unexpected playful combinations and the expressive nature of the process of making each drink with running flavor stripes that defy gravity and challenge us to see the moment in a new way.
To tell the 12 Days across multiple geographies and regions, purpose built assets ensured each global community’s offerings would be supported with geographically appropriate content.