Helping the Italian coffee maker raise awareness around its support for the Amateur Sports Associations across the country
Italian coffee maker Lavazza wanted to promote the many benefits of participation in sports. Through its “Lavazza for sport” campaign, the brand supported the Amateur Sports Associations (ASD) and the development of local sports organizations across Italy in order to get people back to sports following the pandemic – and TikTok was their chosen home to launch their campaign.
The Lavazza campaign encouraged Italian Amateur Sports Associations (ASD) to take part in a competition for equipment and sportswear worth a total of €100,000. Using a virtual voting mechanism based on responses to a Branded Hashtag Challenge, #LavazzaPerLoSport, users around Italy could choose to support their preferred ASD. The campaign was amplified by partnering with creators Giovanni Fois, Giuseppe Cardaropoli, Lisa Migliorini and Sofia Campana. Lavazza worked with a team of agencies consisting of VMLY & R Italia, We Are Social, and Wavemaker, and successfully engaged thousands of young people across the country.
The #LavazzaPerLoSport Hashtag Challenge was a huge success. An astonishing 559 million video views were recorded across the campaign, while a 7.1% uplift in brand awareness was recorded following the challenge. And as for the hashtag’s popularity, #LavazzaPerLoSport rose to 9th position on our most-viewed chart.