The Campaign

Frappuccino is indulgent and proud. So we got the Internet Universe to help us create the most epic unashamedly feel-good summer film ever.

Creative Execution

The campaign rolled out in three phases, culminating with a co-creation social film that drives home the emotional role Frappuccino plays in each customer's life. First, we indulged fans on social media with 3 films that showed them what it's like to get Frappuccino feels, one for each of the new summer flavours. These even came with custom response GIFs that community managers used to create a break-the-fourth-wall moment on social media. Once the fans got the idea, we brought those feels up a notch with 6 more social films. All of these led to the grand climax, where we rallied all Frappuccino lovers to come together to share their feels and help us create the ultimate feel-good film of the summer.

Results

Since Get The Feels launched, an uplift was seen in people talking about Frappuccino compared to the same period in the previous year. This led to an increase in engagement rate amongst our fans, with more people sharing their Frappuccino feels. Additionally, in a short span of 20 weeks, we doubled the fan growth rate compared to the same period last year, leading to 400,000 new fans joining the Starbucks family. But most importantly, more and more people shared their feel-good moment and not just a picture every time they drink a Frappuccino.

To engage our community of fans with our newest Frappuccino flavours, we decided to speak the language that this gif-loving, meme-embracing generation adores and made the product all about the ‘feels’. Culminating in a social campaign that directly tasked fans to try the newly launched flavours and share with us their ‘feels’ about the beverage, so as to help us create the most feel-good social film ever about the beverage - made entirely by fans.

Compared to countries with 4 seasons, summertime is more of a norm than the exception in most of our Asian markets. As such, we needed to take a different approach in resonating with our fans – to connect with them through their lexicon. With that, we looked to social listening for answers. What we found was that Frappuccino is already established as an unapologetic treat that fans give themselves. But what was even more interesting was that in 6 months alone, 22.9k of user-generated content across the APAC region made use of #feels. Furthermore, only 3% were viewed as negative. This overwhelming data backing gave us the confidence to launch the new Frappuccino brand platform Get The Feels.