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  • Writer's pictureRoy Arwas

Case Study: Starbucks Kindness Tour

A Case Study for Creative X Entertainment's collaboration with IF7 on the Starbucks Kindness Tour


The Mission

The Starbucks Kindness Tour's mission is to bring communities together through acts of kindness using the TikTok platform and its Starbucks Kindness filter. The project brought together popular creators in Los Angeles and New York City to engage with the public and encourage small acts of kindness that could have a significant impact on people's lives. Creative X Entertainment collaborated with production partner IF7 to handle everything from pre-production to post-production, ensuring a seamless and impactful campaign.

The Approach

The campaign's concept involved a custom-wrapped Airstream that would serve as transportation for creators arriving at key locations in each city. Each creator would begin their video by using the Starbucks TikTok filter, which would generate a specific kindness prompt for them to act upon. Following the creators as they carried out these acts of kindness, the campaign highlighted the power of small gestures in making a difference in the world.

LA-based creators Sri Ramesh and Isaiah Garza, as well as NYC creators Zahra and Jesus Morales, participated in the campaign. The creators were tasked with having the Starbucks filter determine what act of kindness they would do, and then sharing their experiences!

They also went out on the streets and asked strangers about their experiences with kindness, discussing questions such as:

  • What does kindness mean to you?

  • What's the last kind thing someone did for you?

  • What's a moment of kindness you received that you'll never forget?

Creative X Entertainment's responsibilities included seeing the whole production through, from finding an airstream and wrapping it, to filming in both LA and NYC, and delivering the content.

The Outcome

The Starbucks Kindness Tour successfully showcased the power of kindness in connecting communities and creating a positive impact. The campaign garnered significant engagement on TikTok and other social media platforms, raising awareness for the importance of kindness and human connection.

CXE helped create a memorable and inspiring campaign that resonated with audiences across Los Angeles, New York City, and the world.

Check out some of the final assets HERE