Starbucks has appointed We Are Social to succeed Iris as its strategic and creative digital advertising account following a competitive pitch.
The three year contract will be led by We Are Social London, which has devised a new social-first, “hyper-localised”, creative strategy, targeting Gen Z and Millennial audiences.
Alongside delivering the new brand strategy, We Are Social will be responsible for delivering social strategy and brand campaigns.
The pitching process began in July through Creativebrief. Iris had held the account for the past five years.
Starbucks EMEA marketing director Sarah Harris said: “We Are Social have demonstrated their expertise and enthusiasm when it comes to connecting with Gen Z and Millennial audiences and we are incredibly excited to begin this new journey together.”
We Are Social UK chief executive Jim Coleman added: “Starbucks’ ambition to engage directly with a Gen Z audience represents the sort of fresh thinking modern brands need to take to remain relevant today.
“There was an immediate chemistry and connection with the Starbucks team who shared the same ambition of putting cultural insights at the heart of the strategy.”
Starbucks’ Stars loyalty scheme was first launched in 2013 as the My Starbucks Rewards card, allowing customers to collect “stars” each time they buy a drink; it was also available as a mobile app.
Every 150 Stars, customers can earn a free drink; at 450 Stars, they reach Gold Level. Gold members get extra shots of espresso, selected syrups and whipped cream – all on the house. They can also get a free birthday drink.
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