Holidays with Heart
For the 2013 holiday season, Starbucks Canada challenged us to “share joy” with their fans and followers.
Strategically, we concluded that joy was “unexpected happiness”, and that Starbucks Canada would actively demonstrate the message a number of different ways. Our seven-week social media campaign blended animations, videos and gifts of coffee.
In the end, the #sharejoy hashtag was used 63,000 times in social media—including 9,000 Instagram images—and we increased @starbuckscanada’s follower count by 6%. We even helped @starbuckscanada hit 100,000 Twitter followers three months ahead of projections.
For campaign details and results, download the #sharejoy case study.