MUMBAI: Tata Starbucks believes in the importance of human connections and recognizes that the most special, warm and important connection is the one with mothers. With an aim to reciprocate the affection and unconditional love of a mother, Starbucks devised a heart-warming social media campaign by virtually replicating its iconic in-store experience to honour mothers and make them feel special on the occasion of International Mother’s Day.
As an extension to its successful digital campaign #ReconnectwithStarbucks, Starbucks brought alive its unique coffeehouse ritual of partners calling out the customer’s order by urging its fans to share their mother’s favourite Starbucks beverage along with a reason why Starbucks is so special to them. The Instagram entries received a sweet surprise from the brand’s partners in the form of a personalised video message calling out the customer’s mother’s name with their favourite beverage and wishing them `Happy Mother’s Day`. Once again it was a great way for the brand to stay connected with its customers on this special occasion bringing alive a cherished offline ritual, online. The campaign was conceptualised and executed by WATConsult.
Commenting on this initiative, Tata Starbucks Head of marketing digital loyalty and PR Deepa Krishnan said, “At Tata Starbucks, we constantly endeavour to curate personalised and immersive experiences for our customers which in-turn strengthens our bond with them. This mother’s day, we wanted to express gratitude towards all the strong and beautiful mothers for being a part of our family.”
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