ZeroBucksThirty

In 2013, Starbucks made a commitment to hire 10,000 veterans and military spouses by 2018.    But because of an old widespread internet rumor, social media was filled with false rumors that Starbucks refused to support American Troops.  For instance, in 2017 Starbucks made a commitment to hire 10,000 refugees worldwide.  This began a push for a boycott by those suggesting Starbucks cared more about refugees than the troops- despite having already met the 10,000 commitment and expanding it to at least 5,000 more a year. Obviously, word of the Veterans Initiative was not reaching those who would appreciate it the most.  

In 2018, I created a partnership with Zero Blog Thirty, a military podcast/blog hosted by young veterans of the Iraq/Afghanistan wars.  Through videos such as the ones below, but also branded podcast segments highlighting Veteran groups across the country, and podcast reads that informed the audience rather than sold them coffee, the already strong Starbucks brand appreciation increased by 20% among 18-35 year-olds, increased awareness of the Veterans Initiative in conservative-leaning states by over 30%, and reduced negative social media postings regarding Starbucks and support for the troops by 38% over the next 12 months.