Starbucks Taps Baristas to Star in Official TikTok Ad Campaigns

For years, employees have fueled the brand’s organic social presence, filming everything from intricate oat milk pours to seasonal menu launches. By formalizing this relationship, Starbucks aims to capture the same energy that already results in staff posting about the chain three times more frequently than workers at similar companies. Erin Silvoy, senior vice president of global marketing, noted that the company wants to capitalize on the authentic, creative moments staff members are already sharing with the world.

This shift reflects a broader trend of companies embracing employee-driven content rather than stifling it. Other retailers have followed suit, such as Staples, which recently leaned into the viral success of an employee known as the "Staples Baddie." After she amassed nearly 600,000 followers through ASMR-style workplace videos, the company chose to support her creative output instead of shutting down the unauthorized promotion.