Starbucks Frappuccino Birthday

The Objective

Celebrating frappuccino with purpose and emotion

Starbucks Mexico set out to celebrate Frappuccino's Birthday not just by creating awareness, but by building a joyful, emotionally resonant moment that would energize the Starbucks community. The goal was to spotlight the limited-time offer of $49 MXN for any “Alto” Frappuccino and turn this annual promotion into a must-have seasonal tradition.

TikTok was the ideal partner to deliver this through its creative, vibrant environment and unmatched connection to younger audiences. By tapping into the platform’s native storytelling, Starbucks aimed to drive awareness, boost consideration, and strengthen emotional connection, all while keeping the spirit of celebration at the core.

The Solution

A TikTok-First strategy to spark celebration

To bring Frappuccino’s Birthday to life, Starbucks Mexico launched a vibrant and multi-layered activation on TikTok, inviting users to join the celebration and rediscover Frappuccino through a joyful and approachable narrative. This success story was made possible thanks to the close collaboration between Starbucks Mexico, the TikTok team, and VKNG Agency, who worked seamlessly to design and implement a campaign that not only generated awareness but also drove real growth in community and business. The combination of creativity, data, and a deep understanding of the platform was key to achieving these results.

One of the key pillars of the campaign was the collaboration with content creators who embodied Starbucks’ joyful, inclusive, and creative spirit. These creators showcased how Frappuccino fits into their everyday moments, using transitions, dances, and humor in a way that felt authentic to the platform. The creative idea was born from a deep understanding of the TikTok community and how users naturally celebrate birthdays. Inspired by these behaviors, the campaign positioned Starbucks to join the conversation organically, celebrating Frappuccino’s birthday the same way the community does. Reinforced by a custom hashtag and soundtrack, this approach allowed the brand to participate in a genuine and relatable way, an essential driver behind the campaign’s creative and strategic success.

The main hook was a limited-time promotion of $49 MXN for any “Alto” Frappuccino, an irresistible offer to spark purchases. However, the real value lay in celebrating the joy of indulgence, turning ordinary moments into something special and connecting emotionally with the community. The media strategy followed a full-funnel approach, combining high-impact formats like TopView with Auction placements to reach both loyal customers and new audiences.

Altogether, the campaign didn’t just boost product sales, it created a cultural moment, positioning Frappuccino as the season’s favorite drink to celebrate and share.

The Results

Delivering impact through celebration and community

To measure the campaign’s effectiveness, a Brand Lift Study (BLS) was conducted. The results confirmed strong performance across both Awareness and Engagement. Starbucks Mexico’s content strategy elevated its TikTok account to become the most engaging Starbucks profile globally during the campaign period.

• 187K Interactions — the highest across the global Starbucks network

• 17M+ Video Views through TopView, with 72% positive sentiment

• +14% increase in Transactions vs. the same period in 2023

• +38K new Followers, making it the #1 growth contributor worldwide

The combined power of paid and organic content proved key to maximizing reach, boosting brand consideration, and strengthening community affinity, turning Frappuccino Birthday into both a cultural and business success.

Sources:

1. Client's Internal Data

2. TikTok Marketing Science Mexico, BLS Study, 2024.

This Case Study is for illustrative purposes only. Previous results do not guarantee or predict future performance