Starbucks: Good Vibe Messenger

Starbucks launched a personalized mobile experience designed to drive brand affinity through wellness. We developed a subscription-based SMS journey where users chose from four growth categories—Peace, Growth, Relationships, and Gratitude—to receive a curated feed of motivational content, custom phone backgrounds, and mindfulness meditations in partnership with Headspace.

Senior Producer | Activation | Social First | SMS Marketing

Results

Most successful launch activation to date
1 MM+ subscribers
84K new & activated reward members
Reengaged lapsed & pre-lapsed members

Press

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

🔉 Peace :45 🔊

🔉 Growth :50 🔊

🔉 Relationships :45 🔊

🔉 Gratitude :50 🔊

👈 back to work