Starbucks
Creative Concepts • Media Production • Programming Strategy • Team Management • User Experience
Starbucks has never been merely about coffee. Community and content are equally essential to the brand. In partnership with a Silicon Valley startup, the company wanted to investigate short-form media and programming that could be delivered by a new in-store video network. In addition to creative excellence that reflected the Starbucks legacy, the content needed to enhance the customer and barista experience, integrate with retail merchandising, and generate additional revenue. It’s not easy to deliver on all of these at once.
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I was brought in to create a programming strategy and build a dedicated external team. We produced a series of prototypes with a unique UX and multiple forms of visual programming. Pilot tests in several retail stores measured brand perception, advertising potential, and promotional effectiveness – and delivered some of the highest scores the company had ever seen for a retail program.
