Starbucks Happy Hour

PROBLEM.

Afternoon traffic is on the decline year over year.

PROCESS.

Develop a program to encourage afternoon business that evolves throughout seasons.

SOLUTION.

A program catered to putting joy back in your afternoon, with surprises along the way.

HOW IT WORKS.

New email addresses & existing Starbucks Rewards members will be signed up to receive a discount 1-3 times a month on a variety of offered products.

HOW IT SOUNDS.

She’s fun, she’s sassy, she texts you just like your friends would. She’s the Starbucks sub-brand that makes you smile every time you see her.

WHERE IT LIVES.

Email, in-app, social, .com, in-store.

PERFORMANCE.

Total sends: 20 million (Starbucks Rewards members + Opt in)

Unique open rate (average): 25%

Push notification opens (average): 20%

Click through open rate (average): 10-13%

Copywriter: Grace Gabel

Designer: Shae Reamer