Lavazza’s brand activation campaign smashes lead goals by 121%

About Lavazza

• 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 challenge

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 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.