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9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Starbucks Holiday Red Cups Return

Entered in Food & Beverage, Multi-Platform Campaign

Objective

In a particularly fragmented holiday season, Starbucks wanted to generate and sustain excitement for this year's red cups, even as holiday shoppers spent more time online, and less time hitting the shops.

Strategy

For the first time in nineteen years of holiday red cups, Starbucks celebrated the season with not just one, but 10 red cup designs. Each cup was inspired by fan art from around the world.

Our social strategy harnessed the seasonal joy woven into the cup designs and celebrated what customers love most about the holidays and the iconic red cup across Instagram, Facebook, Snapchat, and Twitter. We rolled out the holiday campaign in 4 phases:

1. Teasing the Return of the Red Cups

We teed up excitement and speculation for the global launch of red cups with playful creative leveraged in local markets around the world.

2. Celebrating Red Cups' Arrival

To celebrate and elevate the individual designs, we created cinemagraphs and animated GIFs to lovingly bring each fan's art to life.

3. Encouraging the Spreading of Cheer

We broke through social clutter with arresting posts that reminded people of the joys of sharing a cup of coffee and holiday cheer.

4. Seasonal Product Marketing

We seamlessly intertwined the red cup spirit with promotional support of the Starbucks app.

Results

We reached a global audience with over 232 pieces of content shared across Facebook, Instagram and Twitter in 30+ countries. Total global engagements exceeded the 4 million mark.

Total US Engagement:

2,235,372 Views

1,698,828 Likes

6,835 Comments

4,338 Retweets

Produced by

Edelman

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.