Starbucks Social Campaign
A punny social media campaign targeted towards blue collar workers—because even your average joe deserves a cup of joe!
3 post social media campaign with 1 mockup interaction for all 3 posts.
Elements
Choose any brand and create a social media campaign that targets a niche audience outside of the brand’s current scope. Each post should include text that incorporates some form of wordplay or rhetoric. The goal of this campaign is to heighten sales for the brand through its social media presence while developing a new relationship between the brand and chosen audience.
Project Requirements
The goal of this social campaign is to ultimately foster a new relationship between a brand — I chose Starbucks — and a niche audience that differs from the brand’s current audience focus. After conducting client analysis, I discovered that Starbucks targets the upper middle to upper class and is commonly situated in suburban and urban settings. By targeting itself to members of the upper crusts of society, Starbucks paints an elitist picture of itself, when in reality, it’s a modest coffee company from Seattle, Washington. In contrast, blue collar workers are presented as dirty, low-income, gritty workers who do our dirty work, despite their essential role. However, everyone needs coffee and values its caffeine-rich attributes. Although this campaign is rather short with its three posts, the message holds so much weight when put into the working context. The stigma towards blue collar workers is a deeply-rooted social bias. With this campaign I hope to communicate that coffee is a “common ground” between people from different walks of life.
Description
Research
Work Area Ahead!
Setting the Scene
Constructing the Construction Site
All diorama sets are constructed from coffee beans and ground coffee, toy-model heavy equipment vehicles, and 1:87 model train scale figurines.
