Starbucks Canada

Starbucks Canada #AddSparkle Campaign

To promote its new Teavana Sparkling Tea Juices and drive in-store sampling, Starbucks partnered with a YouTube star for its #AddSparkle Campaign. Media Profile chose LaurDIY, a Toronto-based YouTuber whose platform and brand aesthetic matched the bubbly new drinks.

The brand transformed cafés in Toronto and Vancouver into pop-up "Sparkle Shops," where fans could meet LaurDIY and #AddSparkle with flash tattoos, hand-painted Starbucks cups, sparkle sunglasses and glitter manicures — and, of course, they could taste Sparklers. The campaign also used local blogs targeting millennial women, local contests, influencers and a media tour with LaurDIY.

Her YouTube video exceeded 760,000 views and the campaign earned 26 million media impressions. The Toronto location saw a 36% increase in transactions and a 54% increase in sales.