Starbucks B2B Gift Cards Campaign| Case Study
Case study highlighting how Starbucks partnered with Fast Company to position bulk gift cards as a meaningful way for organizations to recognize and reward their teams during the holiday season. The campaign used stories from leaders across different industries to explore the role gratitude plays in building stronger workplace cultures.
Custom editorial, video, social, and display content connected those stories directly to Starbucks’ B2B gifting offering, creating a cohesive campaign designed to build consideration among organizational decision-makers during a critical gifting period.
The Challenge
Build awareness and consideration for Starbucks bulk gift cards among business decision-makers while giving the product a more meaningful role than traditional corporate holiday gifting.
The Approach
Led the campaign from ideation through execution and measurement, contributing across content strategy, media partnership, distribution, and reporting. Working with Fast Company, the campaign featured leaders from different professional backgrounds discussing how gratitude and recognition shape their organizations, connecting those stories to Starbucks gift cards as a simple, scalable way to thank employees.
The Results
1. Reached business audiences across custom editorial, video, social, and display media
2. Built consideration for Starbucks bulk gifting by connecting the product to employee recognition and workplace culture
3. Created a cohesive holiday campaign that carried a single B2B message across multiple formats and audience touchpoints
The Impact
The campaign turned a gift card into something bigger than a holiday perk. By grounding the work in real stories of gratitude and recognition, Starbucks could show business leaders not just what to give their teams, but why the gesture mattered, giving its B2B gifting offer a more human reason to choose Starbucks.
