Starbucks Australia is a globally loved coffeehouse brand, celebrated for barista-crafted drinks, seasonal innovation and feel-good café moments. With the launch of Starbucks Magic, the brand set out to create buzz fast, introducing a sip-worthy coffee designed for busy days and real life routines.
.webp)
Theory Crew partnered with Starbucks Australia to deliver a talent- and PR-led launch designed to spark immediate conversation within a tight live window. We developed the overarching campaign idea and creative direction, positioning Starbucks Magic as the ultimate “mum fuel”, a small moment of magic in the middle of a hectic day. Tara Pavlovic anchored the narrative and set the tone, supported by paid micro TikTok creators producing platform-native content with strong hooks and clear product cues. This was complemented by a PR and media strategy, including sponsored editorial and earned coverage, extending reach, credibility and cultural relevance beyond owned social channels.
The campaign delivered strong awareness and engagement through a layered, talent-led rollout. Tara’s content drove over 115k views and 4.3k+ post engagements, while paid micro TikTok activity produced 15 high-quality content assets reaching a combined audience of 198.4k+. PR and media support amplified impact at scale, with a hugely successful sponsored online editorial placement reaching an audience of 8.3M+, alongside earned trade coverage that reinforced the launch and positioned Starbucks Magic as a must-try menu moment.
.jpg)
%20(1).png){kind=logo}
.jpeg)
.png)
.png)
.jpg)
.png)
.png)
.png)
.jpg)
.png)
.png)
-Thumb.webp)
