Starbucks created an uplifting mobile messaging activation where fans can subscribe to receive motivating messages on their phones. Choose 1 of 4 categories (peace, growth, relationships, and gratitude) to receive positive SMS messages including motivational images, phone backgrounds, GIFs, and mindfulness meditations from Headspace, all with the occasional Starbucks promo.
Results
Most successful launch activation to date
1 MM+ subscribers
84K new & activated reward members
Reengaged lapsed & pre-lapsed members
Press
Popsugar: Text "Hi" to 78887 to Sign Up For Starbucks's "Good Vibe Messenger"
Kitchn: Starbucks’ Good Vibe Messenger Is the Exact Mood We’re Going for This Year
Elite Daily: Starbucks Will Send You Daily “Good Vibe” Texts With The Cutest Messages
Distractify: Stop Texting Your Toxic Ex and Start Texting the Starbucks Good Vibe Messenger
Launch Content
Supportive Messaging & Media
Peace
Sometimes, you just have to take a moment to clear your head. And there are plenty of ways to do it: make time for a hobby, go for a walk outside, or take that extra-long coffee break. Whatever you need. 💚
Let’s sip back and relax this year. 💆 Take a moment to recenter yourself today.
Growth
Morning! We see growth on the horizon. 💚 Sometimes all it takes is a small step. Check off something on your to do list, try something new, or take a walk around the neighborhood today.
Growth doesn’t happen overnight.💚 Every day is a chance to make a little progress. Because even baby steps are a step in the right direction.
Relationships
There are a million ways to say you care. 💚 Here’s a reminder to reach out to someone you love - whether that’s sending a check-in text, taking a BFF out to coffee, or having a long phone call with someone you miss.
💚 Here’s to friends and family who keep us going.
Gratitude
When you practice gratitude, you can find love in everything. 💚 Here’s a simple question to ask yourself that can help you keep a positive perspective.
Thanks for spending this time with us. We’re oh-so-grateful to have started the year with you. 💚
Headspace Meditations
SMS Experience