Starbucks Happy Hour
Afternoon traffic was on the decline year over year, so we were tasked to develop a program to encourage afternoon business that evolves throughout seasons. With that, we created a program catered to putting joy back in your afternoon, with surprises along the way.
We aimed to create a voice that’s fun, sassy and texts you just like your friends would. It’s the Starbucks sub-brand that makes you smile every time you see it.
By collecting new email address with the in-store wifi login, as well as existing Starbucks Rewards members, we targeted messages appropriately to the audience with 1-3 discount offers a month.
Within the first year:
Total sends per email: 20 million (Starbucks Rewards members + Opt in)
Unique open rate (average): 25%
Push notification opens (average): 20%
Click through open rate (average): 10-13%
Copywriter: Grace Gabel // Designer: Shae Reamer