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Lavazza
Lavazza

A Secret Santa for Lavazza

  • Marketing Strategy

  • Video

  • Marketing Execution

  • Photography

Brief

For the third successive year, Hangar was entrusted with Lavazza’s Christmas campaign. Our brief was to increase sales of Lavazza A Modo Mio’s machines during the Christmas period, with the long term goal of increasing A Modo Mio coffee pod sales through 2019. We also needed to continue building Lavazza's brand affinity and loyalty amongst coffee drinkers, as consumer behaviour in this market evolves and matures.

Approach

For our 2019 marketing campaign for Lavazza we put the Christmas spirit of giving at the centre of a digital-led campaign. Brand ambassador Xandru Grech starred as Lavazza’s Secret Santa, sharing delightful Christmas surprises with unsuspecting Lavazza fans. Compelling digital content balanced personality and product driven content to drive sales. The theme of Christmas secrets and surprises was extended to online contests, a corporate social responsibility initiative and a surprise scratch card hidden inside every Lavazza machine that revealed a free gift.

Outcome

The secret is out: Lavazza’s 2018 Christmas Campaign exceeded our expectations on all accounts, lifting sales by over 300% and tripling our daily audience engagement rate. With organic reach facing near extinction on Facebook, Lavazza continues to see exponential organic growth on this indicator. Our secret recipe? A focused strategy, a perfect fit ambassador and (just like Lavazza) a relentless commitment to quality.

Photography: Dragana Rankovic.
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