Starbucks and its barista-creators are piloting TikTok's new custom ad networks

Starbucks and its barista-creators are piloting TikTok's new custom ad networks

TikTok, like everyone else, is at Cannes Lions this week, and among its biggest announcements is the reveal of Custom Creator Networks, which it says will “allow advertisers to build a curated pool of creators, employees, partners, or brand advocates to receive campaign briefs or turn their existing brand-relevant videos into high-performing ads.” And the first brand to launch its own custom network? Starbucks. This won’t come as a surprise if y…

Starbucks expands employee creator programme with TikTok partnership

Starbucks is strengthening its employee advocacy strategy through a new partnership with TikTok that will allow select employees to earn compensation for creating social-media content about the brand. The coffee chain has become the first company to pilot a customised Creator Network within TikTok’s Content Suite. The initiative builds on Starbucks’ Green Apron Creators programme, launched in 2024 to encourage employees to share authentic workpl…