New Traditions Campaign
An Italian coffee brand with a rich 120 year history, Lavazza struggled to reach a newer, younger audience. With the rise of third wave coffee in Millenials and Gen Z, they found the perfect opportunity to connect with fans over the holiday season, by incorporating Lavazza into the traditions they create for themselves.
Over the course of the program we garnered 10.5M total impressions from 94 total posts across platform, all for less than $20k.
While awareness was a key driver behind the program, we netted a blended 1.7% engagement rate (much higher than 2017 industry average of 0.66%).
Overall, the campaign was a smashing success! With a combination of influencer-led content as well as Blast Radius-produced content, we created a cohesive narrative and inspired our audience.
Below shows most of the Blast Radius- produced content for the campaign.
We also produce monthly content. Here are a few of my favorites.
Copywriter: Kylie George