SOCIAL transformation

We brought “Get Back to Starbucks” to life by transforming its Instagram presence, pivoting from sugar-loaded promotional posts and stylized shoots to human, coffee-centric, creator-led content.

FROM THIS

 

TO THIS

 

LAUNCHING Back to Starbucks

Fresh content focuses on the pillars Starbucks was first founded on:
coffee craftsmanship, community & local culture.

We took the brand back to its roots—literally—returning to where it all began: Pike Place Market, WA.

Landing in NY, we tapped the embodiment of the city, creator Lil Mo Mozz, to interview New Yorkers on their plans for the new year.

 

Sharpies are back, baby! We kicked off 2025 with a nod to the handwritten names & messages on cups the brand became famous for.

Starbucks has always fueled creativity, and its white cups are a perfect canvas. @mugcupguyy kicked off our new series with his artwork, “A Cup of Seoul.”

Coffee? It’s personal. @alexthanhn launched our “This Is My Starbucks” series with a peek into his day-to-day.

Matcha’s soothing green color is everywhere. Coincidence? We think not.

 

Starbucks stores were originally known for their vibe. We’re bringing that natural, coffeehouse aesthetic back to social.

@itsjoboi gained fame by creating off-menu drinks on his own channels. We invited Josiah to recreate a fan-submitted creation on the mother page to celebrate the creativity of Starbucks lovers.

Starbucks

organic social reset

Once the quintessential “third place," Starbucks had lost its way, drifting from its coffeehouse roots in pursuit of trends and viral drinks.

When Brian Niccol took over as CEO, his directive was clear: Get Back to Starbucks.

Tasked with resetting the brand's social presence, we partnered with Tressie Lieberman (Starbucks' first global chief brand officer) and the internal creative team to overhaul the social strategy—almost overnight.

In just a few short weeks, we dramatically changed the strategy behind & the content of one of the biggest brands on Instagram. I helped develop, pitch and sell the new strategy, and concepted the launch posts.

Agency: Conscious Minds

ECD: Chris Kitahara

CD/AD: Nico Marks

Strategy Lead: Ashley Richardson-George