Lavazza Biscoff Iced Latte TikTok Creator Campaign
Submitted by SEEN ConnectsAgency IPI Score 42/100

Lavazza Biscoff Iced Latte TikTok Creator Campaign

Influencer Marketing

SEEN Connects ran a five-creator #LavazzaBiscoffLatte TikTok campaign with paid media support for Lavazza UK, which the agency reports delivered 8.7M impressions.

8.7MImpressions
218KReach
15%Engagement Rate

About the campaign

Lavazza worked with SEEN Connects and five foodie creators on a TikTok campaign that delivered 8.7M impressions. Lavazza is a heritage coffee brand with strong loyalty among older consumers. It lacked relevance with younger audiences, so the goal was to reach 18-34s and enter their everyday coffee routine.

The agency identified TikTok as the key space for Lavazza, because the platform is a cultural hub for Gen Z and millennials. Social listening surfaced a growing trend around the Biscoff Iced Latte that no other brand had yet owned. Five foodie content creators each put their own spin on the #LavazzaBiscoffLatte. A targeted paid media strategy supported their content to test TikTok's potential for Lavazza UK.

The agency reports 8.7M impressions from the paid media strategy. The influencer activity delivered a reach of 218K. It earned an overall engagement rate of 15%, which exceeded the KPI by 83%.

Case in 60 seconds

Lavazza held strong loyalty among older consumers as a heritage coffee brand but lacked relevance with 18-34s, so the task was to reach them authentically and place Lavazza inside their everyday coffee routine.

Gen Z and millennials treat TikTok as a cultural hub for food and drink ideas, so a growing Biscoff Iced Latte trend that no brand had yet owned gave Lavazza an open place in a habit already forming.

SEEN Connects used social listening to find the Biscoff Iced Latte trend and claimed it for Lavazza through #LavazzaBiscoffLatte, putting the brand inside a drink younger coffee drinkers were already talking about on TikTok.

Five foodie content creators each put their own spin on the #LavazzaBiscoffLatte on TikTok, while a targeted paid media strategy carried their content further to test the platform's potential for Lavazza UK.

SEEN Connects reports 8.7M impressions from the paid media support, a reach of 218K from the influencer activity and an overall engagement rate of 15%, which exceeded the KPI by 83%.

Strategy Breakdown

18-34s, the Gen Z and millennial coffee drinkers on TikTok whom Lavazza wanted to consider the brand as part of their everyday coffee routine.
Heritage coffee brands keep loyal older drinkers but can lose relevance with younger ones, so Lavazza needed a presence in the spaces where 18-34s form their coffee habits.
Lavazza took the role of the coffee inside the Biscoff Iced Latte, a drink trend no other brand had yet owned, which tied the brand to an everyday routine instead of a one-off message.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • SEEN Connects

Results & Evidence

MetricValue
Impressions8.7M impressions
Reach218K reach
Engagement Rate15% engagement rate

Why SEEN Connects' strategy worked

  1. 1

    Social listening can locate a trend before any brand owns it, which gives a heritage brand a way into a younger audience's habits without having to build a new behaviour from nothing.

  2. 2

    Pairing a small creator roster with paid media splits the work in two, because the creators supply content that fits the platform while the paid budget carries it well past their own audiences.

  3. 3

    A branded hashtag named after a trending recipe lets each creator vary the content freely, while every version still points back to the brand that attached its name to the drink.

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