Social communication for the brand - Lavazza's values throughout the world
Lavazza Espression called upon O-One to build a digital relationship with consumers who, in a range of locales around the world, adore the taste and typically Italian values found at the core of the Lavazza brand.
Systematically defined in collaboration with Lavazza, the international coordination campaign allows the brand to monitor and capitalise on social communication initiatives being performed by the owners of local coffee shops, aimed at galvanising an effective union between global and local in the production and distribution of content.
The project’s coordination activities include the definition of an annual work plan involving local contractors in the brand’s communication objectives and providing them with a specific platform on which they can intervene, together with offering training support and useful strategies to promote their autonomous operation in line with Lavazza's global social strategy. O-One prepares and regularly provides all the international representatives with up to date guidelines for in-store storytelling materials and oversees promotional publishing and advertising, ensuring brand consistency in regional initiatives while giving local points of sale the functional know-how to do business successfully.
Strategic and operational management guideline
for 52 coffee shops around the world.
Supervision of promotional activities and Facebook advertising
in Brazil, Russia, Armenia and Azerbaijan.