#SpeakLavazza Campaign by Rose Focusses on the Italian-ness of Lavazza
Moscow – May 21, 2019 | Rose, a leading integrated digital, PR, social media and content marketing agency, launched the social media campaign #SpeakLavazza with top Russian influencers. The objective of the campaign is to educate Russian consumers about Lavazza’s Italian heritage.
The theme of the campaign #SpeakLavazza was inspired by the Italian well-known habit of using hand gestures when they speak, as well as their passion for the perfect cup of coffee, which is, of course, Lavazza’s raison d’être.
Rose developed a #SpeakLavazza glossary, a video depiction of the most popular Italian gestures, plus a branded Lavazza gesture, to be incorporated by influencers into their posts. This created a campaign feature that tied all influencer marketing together, while still allowing each influencer to remain authentic to their personal brand.
Leading influencers, such as popular stylist and beauty expert Elena Krygina, Technikum chef Vitaly Istomin and actress/beauty blogger Kristina Chicherina were included in the campaign. They chose their favorite #SpeakLavazza language gestures, shared them on their social media pages and invited their subscribers to follow their examples to win Lavazza prizes.
“The campaign is really unique, fun and fully on-brand. It spiked an amazing interest in social media, with over one million views”, said Galina Savina, Rose General Director.
