2016 Shorty Awards: Winner: Art Direction; Silver: Graphics; Bronze: Hashtag

In early 2016, Starbucks approached its agency partners with an open brief to relaunch its app and loyalty program, Starbucks Rewards.

Edelman's social strategy, giving all members new and old an exclusive taste of the illusive #GoldLife, became the backbone of the overall campaign. Our social content contributed to the campaign's success at driving loyalty program adoption:

• Starbucks Rewards added nearly 300K new members in the first week following the April 2016 launch.

• There are nearly 2 million new Starbucks Rewards members year over year for 18% growth.

• On Facebook, 33% of those who clicked on the Canvas ad unit downloaded the Starbucks Rewards app.

I'll take a bacons latte with extra bacons ☕️ @Starbucks @starbucksgold #theoreocat @Snapchat pic.twitter.com/GGLLlV3I9z
— The Oreo Cat (@TheOreoCat) April 14, 2016

Sip. Smile. 🎉🎉🎉. The new #StarbucksRewards is here! Download our app to join and earn automatic Gold Status when you pay with the app or a registered Starbucks Card by May 2. #GoldLife

A post shared by Starbucks Coffee ☕ (@starbucks) on Apr 12, 2016 at 8:06am PDT

Tiny app. Big rewards. Pay w/ your phone & earn Stars good for free food & drinks. #StarbucksRewards #GoldLife pic.twitter.com/x7y3EzaSwE
— Starbucks Coffee (@Starbucks) April 21, 2016

1) 💭☕ 2) 📱☕ 3) 😍☕ #GoldLife pic.twitter.com/DuEg2y4Dex
— Starbucks Rewards (@starbucksgold) May 20, 2016

All of your favorites are waiting to celebrate. 🎉⭐️ #BirthdayReward pic.twitter.com/ThXAXLFoed
— Starbucks Rewards (@starbucksgold) June 2, 2016

Get your ☕ in your ✋ faster. Order & pay with our app on your 📱 and jump the line. #StarbuckRewards #GoldLife pic.twitter.com/ddro2CqJRR
— Starbucks Coffee (@Starbucks) April 20, 2016

A morning spent doodling is a morning well-spent. #FreeRefills #GoldLife pic.twitter.com/aHw4LqtPsr
— Starbucks Rewards (@starbucksgold) June 10, 2016

Now you see it. Now you do again. #FreeRefills #GoldLife pic.twitter.com/9VjtbnaeJk
— Starbucks Rewards (@starbucksgold) May 24, 2016

Behold the #GoldLife Touch. Go from Green to Gold Status with any purchase by 5/12. pic.twitter.com/xmoQmJLJO0
— Starbucks Rewards (@starbucksgold) May 3, 2016

Chill. Refill. You know the drill. 😎 #FreeRefills #GoldLife pic.twitter.com/mjJNRsSEZQ
— Starbucks Rewards (@starbucksgold) April 16, 2016

Go Gold in 1 ☕. Go from Green to Gold Status w/ any purchase by 5/2. #GoldLife pic.twitter.com/vMmIbLigNC
— Starbucks Rewards (@starbucksgold) April 14, 2016

Birthdays are our jam. Members get a free ☕ on their special day. #StarbucksRewards #BirthdayReward pic.twitter.com/uz8ZbofjHR
— Starbucks Coffee (@Starbucks) April 18, 2016

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Your next ☕ comes with an extra shot of ⭐s. Go from Green to Gold Status with any purchase by 5/12. #GoldLife pic.twitter.com/4i00Sbrm8o
— Starbucks Rewards (@starbucksgold) May 2, 2016