Starbucks Tea-torials X The Pool

THE TASK: Starbucks wanted to publicise their new range of teas called Teavana in a novel and engaging way.

THE RESPONSE: The Pool was created around a timed wheel which would tick round and ‘unlock’ content on the hour. The idea was that we served receptive content to women too busy to browse at a time when they needed it. At 3pm (tea time) we created a series of ‘tea-torials’ – useful social video hacks, GIFs and quick-bite articles you could consume in your tea break.

The CREATIVE: Useful hacks ranged from ‘how to roll your shirt sleeves like a fashion editor’ to how to ‘Marie Kondo your life’. They were clever ‘I didn’t know that’s!’; designed for the user to bookmark and revisit.