How Artificial Intelligence Helps Consumer Marketing - the Lavazza case
•
0 likes•217 views
How Lavazza used NextAtlas AI technology to understand and target their consumers more effectively and how can any other brand do the same.
Recommended
More Related Content
Similar to How Artificial Intelligence Helps Consumer Marketing - the Lavazza case
Similar to How Artificial Intelligence Helps Consumer Marketing - the Lavazza case (20)
Recently uploaded
Recently uploaded (20)
How Artificial Intelligence Helps Consumer Marketing - the Lavazza case
- 1. LAVAZZA CASE STUDY FOR THE FESTIVAL OF MARKETING 2017
- 2. NEXTATLAS SEEDS COFFEE HUBS PEOPLE INTERESTED IN COFFEE LAVAZZA’S STRATEGIC TARGET AUDIENCE 4 STEPS TO IDENTIFY LAVAZZA’S STRATEGIC TARGET AUDIENCE 1. 2. 3. 4. Size: 1.000 Size: 30.000 Size: 35M Size: 10.000 LAVAZZA VALUES FILTERS
- 3. A AI-POWERED MICRO SEGMENTATION, ALWAYS ON & SPECIFIC ACTIONS FOR NPD, CHANNEL MIX AND ENGAGEMENT BASED ON DEEP STRATEGIC CONSUMER UNDERSTANDING NEXTATLAS ANALYSIS OUTCOME
- 4. PATTERNS AND INSIGHTS COLLECTED AT THE PERSONAL SCALE
- 5. 5 Lifestyle&Values Places Personality World view Objects Habits INNOVATIONSHARING Work PREMIUMNESS Consumer style & Brands SPONTANEITY OPTIMISM ELEGANCE authenticity PREMIUMNESS SHARING authenticity authenticity authenticity authenticity authenticity authenticity ELEGANCE ELEGANCE OPTIMISM OPTIMISM OPTIMISM
- 6. HOW LAVAZZA IS ACTING ON THE INSIGHTS “IT’S NOT ONLY A TARGET AUDIENCE, BUT AN UNPRECEDENTED MARKETING TOOL”
- 7. LAVAZZA PEOPLE PERSONALLY MEET INFLUENCERS AND INVOLVE THEM IN MARKETING INITIATIVES AND EVENTS WITHIN THE LAVAZZA WORLD “THE CLUB” KEY ACTIVITY #1: CO-CREATION / LIVE THE LAVAZZA WORLD NEXTATLAS KEY INSIGHT TO ACTION : “Build a platform for sharing ideas that might help Lavazza build innovative products/services that, in turn, might contribute to the brand’s authenticity, in a virtuous cycle of co-decision making”
- 8. “THE CLUB” KEY ACTIVITY #1: CO-CREATION / LIVE THE LAVAZZA WORLD Engagement of key influencers with SURPRISE GIFT BOXES (silk-screen printing with Entrepreneur, UK 25k follower Doctor and traveller, IT 37.3k follower
- 9. “THE CLUB” Co-creation with key influencers for the COLD BREW PROJECT KEY ACTIVITY #1: CO-CREATION / LIVE THE LAVAZZA WORLD @mint_drink Gabriele Stillitani Bar Manager in Lugano and Milan 35k Followers
- 10. OPEN COFFEE IS A DIGITAL SPACE AND A HARD COPY NEWSPAPER TO SUPPORT CROSS CHANNELS LAVAZZA’S IDENTITY “OPEN COFFEE” KEY ACTIVITY #2: EDITORIAL BRANDING, DIGITAL & ANALOGUE NEXTATLAS KEY INSIGHT TO ACTION : “An opportunity lies also in this tendency of the target to be group- minded and in its enthusiasm for sharing/seeking opinions and experiences”
- 11. LAVAZZA FLAGSHIP KEY ACTIVITY #3: EXPERIENTIAL RETAIL THE FIRST LAVAZZA FLAGSHIP STORE IN MILAN OPENED ON THE 20TH OF SEPTEMBER: 360-DEGREE COFFEE & BISTROT NEXTATLAS KEY INSIGHT TO ACTION : “Adventurousness [of ihe dentified microsegments] might suggest that “experiential” retail environments might work better with them”
- 12. LAVAZZA FLAGSHIP KEY ACTIVITY #3: EXPERIENTIAL RETAIL - Key Influencers involved in the teasing phase
- 13. LAVAZZA FLAGSHIP KEY ACTIVITY #3: EXPERIENTIAL RETAIL - Key Influencers involved at the opening event
- 14. 2018 2017 TAKE OUTS FOR LAVAZZA ๏ POSITIVE BUZZ AROUND THE BRAND ๏ CREDIBILITY / ENDORSEMENT IN PREMIUM TERRITORIES ๏ STRONG RELATIONSHIP WITH TRENDSETTERS/ANTICIPATORS ๏ BRAND REJUVENATION ๏ NOT ONLY FOR LAVAZZA: PROJECT ROLL-OUT REQUESTED BY CARTE NOIRE AND MUCH MORE TO COME
- 15. alessio@icoolhunt.com M: +393479805804 luca@icoolhunt.com M: +393478465556 CONTACTS UK mario.coletti@icoolhunt.com M: +447773321086 NextAtlas THANKS