Good Vibes Messenger
Following the holidays, winter is typically a quiet period for brands.
Starbucks needed a way to stay top of mind, especially without any new products rolling out.
The new year is all about fresh starts, setting goals, and establishing routines.
We leaned into that energy and put our own spin on it; creating the Starbucks Good Vibe Messenger – a MMS-based experience where customers signed up to receive daily doses of positivity and uplift for a week.
We also teamed up with Headspace to add a little mindfulness into the mix.
The results were incredible—over 1 million subscribers in just 12 days, beyond 10x what we expected! It also led to a significant increase in Starbucks Rewards sign-ups, helped drive transactions, and generated valuable media coverage.
Customers got to choose from different focus areas, like peace or growth, and then received daily doses of encouragement, phone backgrounds, gifs, personalized Headspace meditations, and a free trial.
To wrap things up, we gifted them Starbucks Rewards stars, plus a code they could share with a friend for a free drink (150 stars).