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Lavazza has held a legacy for quality coffee for over 125 years.

As a fourth-generation, family-owned company with global reach, they’re committed to doing business with heart across all their different verticals.

Lavazza Australia partnered with Brand chemistry in an effort to consolidate and modernise their b2b digital presence and transform the way they market their office coffee solutions (OCS). After this, increasing brand awareness among office managers and generating qualified leads quickly became a priority for the premium Italian coffee brand.

 


 

The approach

To achieve Lavazza’s ambitious brand awareness and lead generation goals, Bc developed a campaign plan that aligned closely with Lavazza’s brand manifesto.

Since the campaign was due to launch after the 2nd wave of COVID-19, the creative theme centered around the challenges of being an office manager in the era of remote and hybrid work, as well as the sense of connection we have come to miss over extended periods of working from home.

The campaign consisted of three key content assets:

  • An ebook featuring interviews with office managers from around Australia talking about how they expect their roles to change.
  • A competition for the chance to win a coffee machine, featuring viral marketing tactics powered by UpViral to increase reach and boost lead numbers
  • A brand awareness video about the power of connecting with colleagues over a cup of coffee.

The campaign was distributed over a period of 7 months through a combination of organic social, paid social and industry publication sponsorship - all managed by the Bc team.

 

Lavazza Video

 

The challenges

Since this was the first extensive digital campaign for Lavazza in the OCS segment, developing the creative idea that ticked all the boxes was challenging.

The campaign needed to: 

  • Connect to Lavazza’s global brand promise and positioning
  • Be relevant to office managers
  • Work within the context of the pandemic and the resulting shifts in the workplace

Bc worked closely with the Lavazza marketing team on a concept that would meet that brief.

And the pandemic threw us some further curveballs along the way. Another lockdown hit and the campaign content and creative needed to be tweaked some more to maintain relevance. Filming anything in an office also became impossible, so we pivoted to conducting the videos via video call and framed the conversation around connecting virtually with colleagues.

 


 

The results

The campaign first launched to market in May in a staggered approach, starting with the ebook, followed by the competition and the brand video later in the year. And even though the realities of marketing through a pandemic has forced us to occasionally press pause on some of our paid distribution initiatives, the campaign has been going from strength to strength ever since.

At the time of writing this case study, it has delivered 543 leads and counting - exceeding our goal of 200 leads by 121%. In addition to this, the campaign delivered landing page conversion rates well above the 20% industry benchmark and led to increased awareness for Lavazza’s office coffee solution.

“Bc were instrumental in helping us surpass our year one lead generation goals. They have understood our unique business objectives at every stage of the campaign journey, have helped make our online presence more cohesive, and have shown their commitment to the excellent delivery of strategy - all without blowing the budget.” - Laura Malseed, Category Development Manager at Lavazza Australia

Laura Malseed

“Brand Chemistry launched our brand awareness and brand engagement campaign to great success. Their strategic approach helped generate high-quality leads and page traffic across a range of platforms and through varying approaches. We are beyond satisfied with what the team at Bc delivered for us and the numbers speak for themselves.”

Laura Malseed / Category Development Manager, Lavazza Australia

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