Client: Starbucks via kvell
Project: Build brand love with trend-based and creator-led social video
My Role: Art direction, creator search
Team: Ray Stein/Danny Rosenberg (Copywriters)
Project: Build brand love with trend-based and creator-led social video
My Role: Art direction, creator search
Team: Ray Stein/Danny Rosenberg (Copywriters)
Starbucks asked kvell to help evolve their social video strategy beyond straightforward product-based ads. As we gained trust with our clients, they allowed us to start creating more quick-turn newsroom content that tapped into hot trends. My team and I spotted trends, searched for creators to partner with, wrote up concepts and creator briefs for how Starbucks could join the conversation, and provided post-production direction, all within a matter of days to ensure the trends were still fresh when we posted.
Another prong of our content strategy for Starbucks was working with different types of creative influencers like nail artists and chefs. Since seasonal promotions were planned far in advance, focusing on more aesthetic tie-ins still allowed our videos to feel relevant and social native without relying on timely trends.