LAVAZZA: BISCOFF #FOODTOK
Making Lavazza relevant to a younger audience through #foodtok
︎︎︎Strategy︎︎︎Influencer
︎︎︎Paid social
THE TASK
Lavazza Coffee is a heritage brand with
loyal customers, but low relevance with younger audiences.
They asked us to help them find ways to connect with 19-24 year olds by playing into online culture.
They asked us to help them find ways to connect with 19-24 year olds by playing into online culture.
OUR SOLUTION
We knew the best way to win Lavazza a younger Gen Z audience was to meet them where they already were: TikTok.
Early on, we identified an emerging #foodtok trend which was bringing our audience joy – the Biscoff Iced Latte.
Using audience data we identified hyper-relevant foodie influencers which our target audience were likely to follow. We then tasked them with putting their own twist on this tasty trend.
We knew the best way to win Lavazza a younger Gen Z audience was to meet them where they already were: TikTok.
Early on, we identified an emerging #foodtok trend which was bringing our audience joy – the Biscoff Iced Latte.
Using audience data we identified hyper-relevant foodie influencers which our target audience were likely to follow. We then tasked them with putting their own twist on this tasty trend.
THE RESULTS
We were ahead of the curve and were the first coffee brand to get involved with this rising trend.
The campaign gained a huge 8.7M impressions on TikTok with an 11% engagement rate. Not bad for Lavazza’s first foray on TikTok!
We were ahead of the curve and were the first coffee brand to get involved with this rising trend.
The campaign gained a huge 8.7M impressions on TikTok with an 11% engagement rate. Not bad for Lavazza’s first foray on TikTok!
“Blending is a key concept at Lavazza, from blending coffee to blending cultures and communities. What we love about Communicator is the ability to blend our business priorities with the consumer need, increasing the relevance of our brands and ultimately helping us driving the business in the chosen direction.”
- Francesco Varvaro, Marketing Manager
- Francesco Varvaro, Marketing Manager
“Blending is a key concept at Lavazza, from blending coffee to blending cultures and communities. What we love about Communicator is the ability to blend our business priorities with the consumer need, increasing the relevance of our brands and ultimately helping us driving the business in the chosen direction.”
- Francesco Varvaro, Marketing Manager
We’re here to help you brand reach a younger audience. Say hi!
︎︎︎hello@communicatorlondon.com
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Zetland House
5-25 Scrutton St
Ground Floor, Units EFG
EC2A 4HJ
London
︎
Zetland House
5-25 Scrutton St
Ground Floor, Units EFG
EC2A 4HJ
London
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©2022 All rights reserved
Privacy Policy︎︎︎
DEI Commitment︎︎︎
Part of the Captivate Group
©2022 All rights reserved