My Starbucks Rewards

Kitcatt Nohr Digitas

The team

Jake Richards – Account Director
Ben Golik – Creative Director / Copywriter
Phil Charles – Project Manager
David Barrett – Copywriter
Alex Allen – Art Director
Pavel Fernandez – Designer
Dan Bort – Planning Director

How did the campaign make a difference?

This campaign for My Starbucks Rewards needed to translate love for coffee into love for Starbucks. The ‘heart’ emails achieved incredible engagement: 42% opened the launch email and 73% clicked through. Subsequent ‘soul’ emails drove behaviour that was directly attributable them: e.g. 15% tried a new blend announced only by email.

What details of the strategy make this a winning entry?

This year saw Starbucks replace its old Starbucks Card Rewards programme with the new My Starbucks Rewards. The relaunch was based on the insight that to drive brand preference in a convenience category, one must form a deeper emotional connection with customers. The Starbucks Card is pre-paid; once loaded you earn Stars on payments made with the card. It's a convenient mechanic to encourage customers to seek out a cup of Starbucks, not simply a cup of coffee. But an emotional connection was needed to keep people topping up their card, while regular card use is critical to tracking customer behaviour. This programme has two streams of email activity. ‘Heart’ or programme management emails welcome you to the fold and keep you updated about your status, stars and rewards, reinforcing and rewarding regular behaviour. Then ‘soul’ emails inspire you to return for more Starbucks, more often, tempting you with new tastes and special offers, and delighting you with secret benefits. These emails seek to create new behaviours and drive incremental spend.

How did creativity bring the strategy to life?