CHANNELS
Email, social
ROLES
Sr. Content Copywriter
TOOLS
Content Designer
Fall is an especially exciting time of year for Starbucks customers as they anticipate the return of pumpkin beverages: Pumpkin Spice Latte, Pumpkin Cream Cold Brew, and Pumpkin Spice Frappuccino. To promote the return of Pumpkin season, we developed the Pumpkin Fandom concept to engage users across all channels.
The Approach
We developed a tier system based on the number of Pumpkin drinks Starbucks Rewards member purchased last season. Working cross functionally with data insights we targeted members with a crafted email to encourage them to order their favorite pumpkin drink.
