Starbucks sends a creator around the world
Could you be their next Global Coffee Creator?
What's the story?
Starbucks just launched a search for two Global Coffee Creators tasked with "Helping us show the world why Starbucks coffee hits different".
As part of the campaign, the company will send two creators - one existing Starbucks barista and one external creator - to “Milan, Tokyo, Colombia, Dubai, Costa Rica, and more”. They'll be responsible for creating content that captures “the local culture, community and atmosphere surrounding each Starbucks location.”
What can marketers take from this?
More and more corporations are blurring the lines between creator ambassadors and employees. It's a smart move to choose both a Starbucks employee/barista and an external creator. The barista can provide the credibility and insight whilst the creator can act as the consumer.
Crucially, they also haven't said that the Global Coffee Creators have to already have a significant following, but they need to have a genuine passion for coffee and demonstrate "strong creativity and storytelling abilities".
Last year, Goat helped John Deere to find a "Chief Tractor Officer" to effectively be the face of their TikTok channel and bring the brand to a new audience. We expect to see more of this type of position in the coming years!
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Author: Joanna Hughston, Head of Marketing, The Goat Agency
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