Lavazza X Web2Media

The objective

Increasing brand awareness for a beloved coffee brand

Lavazza are globally known coffee roasters with a rich heritage dating back several decades. Founded in 1895 by Luigi Lavazza, Turin, Lavazza has now become a globally recognised household name and trusted high-quality coffee brand.

@lavazzacoffeespot has an existing organic presence on TikTok, where the brand engages their audience with a varied mix of content – from authentic trend-driven content to polished commercials, new product innovations, and celebrity endorsements.

Working with their agency, Web2Media, Lavazza Denmark launched this new campaign focused on raising brand awareness – looking at playtime, time with brand, and impressions as their primary KPI's.

The solution

Launching an authentic campaign driven by a TikTok native content strategy

Targeting individuals in Denmark, 18-34 years old, the campaign used broad targeting to spread awareness and reach as many TikTok users as possible.

The campaign leveraged both manual In-Feed Ads and Spark Ads, two advertising formats which focus on creating a native experience – using authentic content to blend seamlessly into user's feeds. With Web2Media they split tests with two sets of creatives, 1 set of normal (own content) video ads and 1 set of UGC-Creator ads.

In terms of content, Lavazza wanted to present the Ice Coffee products in a way which would feel native for the TikTok platform, therefore UGC content played a vital role in the campaign's strategy and success.

Working with popular Danish creators Mika Valentin and Rebecca Charlotte Dahl, Lavazza were able to increase reach and appeal into a younger audience through trusted creators that their audience already loved.

The results

Outperforming all of the brand's initial KPI's and generating larger brand awareness beyond the primary metrics

The campaign was a huge success, outperforming all of the brand's initial KPI's and generating larger brand awareness beyond the primary metrics.

Users spent a total of 4803 hours (KPI was 3,500 hours) with the brand during the campaign, which had 6.2M+ impressions. Lavazza also observed a 96.53% increase in avg. playtime per video view with the average video playtime for the entire campaign being 34 seconds.

Beyond the key metrics, Lavazza also observed an approx. 50% coverage in the entire estimated audience of TikTok users ages 18-34 in Denmark for one single campaign.

By combining different types of content to deliver the same overall message, and collaborating with popular influencers relevant to their audience, Lavazza were able to spread brand awareness through a younger audience in Denmark. These results demonstrated both successful targeting and engaging content which resonated with their audience.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.