In March 2023, we launched a social media campaign to introduce Starbucks' new Oleato beverages, a unique blend of Starbucks coffee and cold-pressed olive oil. By combining expert storytelling, engaging content, and strategic amplification, we captured the interest of millions of coffee enthusiasts and set the stage for this new coffee ritual.
Our mission was to evoke inspired curiosity by immersing elevated, yet relatable voices in the new Oleato experience, encouraging people to share this novel coffee ritual. The campaign aimed to introduce and popularize Oleato among Gen Z and Millennials, particularly those who are early adopters of new products and willing to pay a premium for unique experiences.
We created a bespoke content campaign under our popular "Atlas Obscura Tries" series. Gastro Obscura’s Rachel Rummel experienced Oleato firsthand, exploring the innovative process and story behind this coffee ritual. The campaign featured: - A cinematic short-form documentary - Creative asset packs including 15s and 30s video cutdowns, high-resolution stills, and influencer content - A feature article and video article page - Full-length video views on Facebook and YouTube - Instagram and Facebook in-feed posts and reels - Dedicated emails to AO and Gastro Obscura audiences - Organic distribution to AO audiences - Influencer amplification through in-feed posts and reels
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