Phidel Digital | Lavazza
Lavazza Organic Cold Brew Launch 2022
In order to build brand awareness around Lavazza's new Ready-to-Drink Organic Cold Brew #sipintoorganic, we activated 30 TikTok influencers across 5 different genres.
With a timeframe of 8 weeks and a goal of 20 million views, we championed over 4.5 million views with only 10 creators live in 16 days, also gaining 50K reactions and a reach of 3.4 Million.
Our campaign hashtag #sipintorganic generated 20.4 Million views.
The Goal:
Build awareness and interest in the Ready to Drink category by tapping creators across 5 different genres:
- Coffee-a-holics
- Wellness
- Entertainer
- Comedian
- Sustainable
The Strategy:
Using TikTok creators to increase brand awareness across different audiences and target Millennials and Gen Z consumers to ensure maximum audience penetration. Additionally, leveraging creators that have Millennials and Gen Z in their own respective audiences, creates a more meaningful, authentic connection.
The Activation:
We activated mid-tier and micro-influencers across 5 different genres to create unique content with the Organic Cold Brew flavor of their choosing in the hopes of spreading brand awareness to a new and younger audience as well as making a splash on a new platform.
TikTok
Influencer Strategy and Management
genre:
coffee-a-holic
@coffeebae97
Views: 541.2k
Reach: 458.8k
E.R.: 1.14%
Completion: 6.99%
genre:
entertainer
@thepasinis
Views: 1.6m
Reach: 1.2m
E.R.: 1.90%
Completion: 9.46%
genre:
coffee-a-holic
@thethriftwitch
Views: 1.6m
Reach: 1.2m
E.R.: 1.90%
Completion: 9.46%
genre:
entertainer
@victoriaparis
genre:
comedian
@willie3peat
genre:
wellness
@emilykchen