Coffee FOMO on a worldwide scale, that’s what we’re talking here.
American coffee lovers have grown savvy over the years. They are ever on the search for the next great cup of coffee. So how could they have missed out on a brand that’s enjoyed in hundreds of cafes around the world and served in many more of its finest restaurants? How have they not heard about Segafredo Zanetti®?
Well, because they couldn’t get it in America … until very recently.
GKV created instant credibility for Segafredo Zanetti with a campaign highlighting the passion for it in Rome, Paris, Amsterdam, Tokyo and countless other cultural hubs around the world. We brewed up serious intrigue, interest and a thirst for this “new” authentic Italian coffee.
After all, the world loves Segafredo.
The campaign includes 15-second preroll, paid social, digital display, a campaign landing page and organic social executions. At launch, the campaign led with executions highlighting Paris, Berlin and Rome, and in time, Amsterdam, Venice and Tokyo. The result was a smashing engagement success: Our “Around the World” creative assets had above-average engagement rates ranging from 10-15%. Additionally, our Facebook awareness campaigns saw two to three times the average for that platform. In fact, 75% of Segafredo’s site traffic in 2021 stemmed from these combined creative assets.
As we move into year two, there are opportunities to make new connections, launch new products, and maintain Segafredo’s intrepid, artistic energy.