Led consumer and market research for American coffee drinkers to define the target audience and personas for Lavazza. After defining the consumer journey, I created a strategic approach for Lavazza’s 2020 experiential platform pitch.

Developed and executed an influencer program to amplify Lavazza’s Art Basel Event with celebrity photographer David LaChapelle.

Based on the Lavazza brand & keeping their key objectives in mind, I researched and connected with influencers whose follower demographic was similar to Lavazza’s target audience. I managed payment negotiations, contacts, content deliverables for pre, during and post event. For pre-event promotion, I created influencer boxes with the 2020 Lavazza Calendar cover shot by David LaChapelle along with Lavazza coffee and branded goodies.

The 8 influencers contracted for this program generated over 500K impressions from their posts, 30k engagements & 500 tickets bought for their Art Basel Event. Overall, it produced a 175% return on investment.