You’ve seen it everywhere from Instagram feeds to national news, to the hands of millennial trendsetters near you: Starbucks’ latest innovative drink, the Unicorn Frappuccino, took the internet by storm. What made it so enchanting? A combination of an irreverent product, clever marketing and knowing the right moment to hop on a growing trend.

[Tweet “Lessons in content strategy from Starbucks’ enchanting drink. #EDU #unicornfrap”]

Released for a limited five-day run, the over-the-top treat quickly sold out around the country, and curious (or appalled) customers took to social media in droves to share their photos or hot takes. Even celebrities couldn’t resist—earning Starbucks millions in free advertising in the process.

“Unicorn food” has been growing in popularity among millennial influencers for over a year, blooming on Instagram with one healthy lifestyle blogger’s version of multicolored toast, according to the New York Times. It quickly spiraled into rainbow takes on bagels, sushi, and ice cream—oh my!—before finally reaching the mainstream with the frozen sensation that former Starbucks CEO Howard Schultz credited with driving “significant traffic” to chains over its five-day promotion.  

But Starbucks didn’t invent the unicorn trend; they just capitalized on it in a way that was true to the brand.

So how can marketers earn a little of that unicorn buzz themselves? And what could this possibly have to do with EDU marketing? Here are three lessons we can learn from this colorful—and a bit bizarre—trend:

Bring your authenticity.

Would there have been nearly as much buzz if the coffee giant released its own version of a unicorn bagel? Unlikely. But creating a themed frappuccino makes sense. It is a recognizable product for the brand, and it opens up the door for future promotions within the company’s existing product line. The irreverent tone also suits the company’s new appeal to younger audiences, and welcomes a new stream of non-coffee-drinking customers.

The same could be true for universities looking to join in on a popular trend and connect with millennial students. Don’t just jump in for the sake of jumping in. Find the unique value that your institution brings to the table that no one else can. And think about how this campaign can help draw people to the rest of your work.

Ask: What’s our connection? Does this trend and tone feel genuine for our brand and our audiences? (If not, don’t do it!)

Think visually.

When people hear information, they’re likely to remember only 10% of that information three days later. But according to Hubspot, if that info is paired with a compelling image, 65% of people will retain it three days later. That’s a big hint that your content needs more than a clever tagline.

For Starbucks, that tactic clearly paid off as social media feeds turned technicolor for days. Your promotion might not be as naturally ‘grammable.’ But that’s ok! Custom and creative graphics can still help audiences connect with what you’re saying and create a sense of community as they share images with their networks.

Ask: Sure it sounds great, but how does my campaign look? What visuals can fuel this message?

Create community—and urgency.

Elusive. Mythical. And for a limited time. By positioning the #unicornfrap as a limited-time engagement, Starbucks made it feel almost as rare as a real unicorn. The result: customers clamoring to get to the stores (and post a picture) before it was too late.

Your campaigns can do this too. Create a sense of urgency with a call-to-action that encourages audiences to join in now—whether that’s a warning not to miss out on opportunities, or a FOMO-fueled desire to join in on a growing community. Don’t forget to create a relevant hashtag and engage with (and reward) those who use it.

Ask: Why would my audience want to be part of this? What do they want and how is this campaign providing it?

To recap, those looking to shake things up can recreate some of the “unicorn effect” by pulling together a few key elements: an authentic connection to a trend and a visual campaign that encourages a sense of community. And maybe…a little bit of magic.

Want more ideas to enhance your content strategy? Check out the Converge blog for everything #newandnext in EDU marketing.