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Case 03

Starbucks

Starbucks Social Vision

Put the coffeehouse back in the feed.

A social strategy that brought coffeehouse conversation and local relevance into channel and content planning.

Client
Starbucks
Role
Freelance Senior Strategist
Partner
Conscious Minds
Year
2024

The challenge

Starbucks had become highly transactional on social at the same time younger audiences were looking for something more human and useful.

The approach

Reframe social as coffeehouse behavior: conversation, local relevance, and community rhythm instead of a calendar of campaign broadcasts.

My role

As a Freelance Senior Strategist with Conscious Minds, I shaped the research direction and used the findings to define channel roles and content planning.

What I delivered

A social strategy covering channel roles, local relevance and content planning.

A Starbucks coffeehouse interior designed for gathering
Starbucks coffeehouse. Image: Starbucks.
Two Starbucks cups held together over a coffeehouse counter
Image: Starbucks.
Strategy summary

From content calendar to coffeehouse behavior

  1. 01Broadcast

    Conversation

  2. 02Studio

    Coffeehouse

  3. 03Global sameness

    Local relevance

  4. 04Campaign bursts

    Community rhythm

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