- Starbucks has forged a new partnership with TikTok to be the first brand to use the social networking app’s Creator Networks in Content Suite – a platform that allows Starbucks employees to create content and share in ad revenue.
- The pilot, launching later this summer, builds on Starbucks Green Apron Creators program by introducing an expanded model for employees to participate in the creator economy.
- The new platform gives creative briefs to these creators who can get paid based on their content.
Starbucks’ Green Apron Creators program is an internal program in which the QSR allows store employees to be content creators and earn money by creating content to earn extra income and help market the brand.
This new partnership expands ad revenue- sharing on TikTok for Starbucks employee content creators and fuels them with briefs that the brand is looking for and the type of content that TikTok users are consuming.
“Every day, our partners bring Starbucks to life by creating moments of connection with our customers and with each other. And more than ever, they are sharing those moments with the world online in authentic, creative and unique ways.” said Erin Silvoy, senior vice president of global marketing at Starbucks. “Collaborating with TikTok provided us with the opportunity to build a customized toll that allows us to celebrate and amplify our partners’ authentic storytelling.”
“On TikTok, some of the most compelling brand stories come from the people who know a brand best,” added Andy Yang, global head of creative and brand products. “With custom Creator Networks within Content Suite, we’re creating new opportunities for employees, partners, and advocates to participate in the creator economy and share authentic stories that resonate with their community. By helping brands discover, activate, and scale this trusted content, we’re enabling a more authentic and impactful approach to marketing.”
