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Barista Lavazza: Friendship Day Campaign review by AliveNow
20th October, 2010

SOCIAL MEDIA SUCCESS CASE STUDY

Barista Lavazza Friendship Day Campaign on Barista
Lavazza’s Facebook page: facebook.com/BaristaLavazza

October 20th, 2010 | Bangalore, India

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20th October, 2010

Friendship Day Brief
August 1st is Friendship day, an amazing day for everyone to celebrate their friendship. This Friendship Day
(Aug 1st, 2010) Barista Lavazza did something special for its friends and fans on Facebook. We wanted to
create more interaction with the fans, and Barista Lavazza being the place where friends hang out so much, we
thought why not create a fun friendship day environment on the Facebook page itself where fans can wish their
friends in a special way using the Barista Lavazza Facebook page and specially designed custom Barista
Lavazza Friendship Certificates. We gave our fans an opportunity to appreciate their friends and friendships.

Friendship Day Certificates
• We created nine Friendship Certificates which would have a fan’s message for his/her friends and
pictures of his/her friends with the names.
• All certificates had a Barista Lavazza theme and were named based on a certain Barista Lavazza drink.
For example two certificates shown below were called Blackforest Buddies and Latte Addicts named after
Barista Lavazza’s signature beverages Blackforest Blast and Caffe Latte Mug. To see the nine Friendship
Certificates that fans could use to share their friendship day message, click here:
http://bit.ly/BaristaLavazza-FriendshipCertificateContest. Here are a few sample Barista Lavazza
Friendship Certificates that fans could use to convey their friendship day message. (Note: Designed and
conceptualized by AliveNow)

• To get a Friendship day certificate from Barista Lavazza was very simple: For example, let’s say Shraran
wanted to wish her friends, Vicky, Nancy, Deepali, Simran, Kiran and Harnavjot a Happy Friendship
Day, and also include a message with that, all she had to do was select one of the 9 certificates, tag
these 6 friends in the certificate she selected and include the special message she wants in the comment
box. After this, the AliveNow team analyzed, designed and compiled special friendship day certificates
for each participant.
• Please read detailed rules of the Friendship day contest here: http://bit.ly/ContestRules-
BaristaLavazzaFriendshipCertificateContest.

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The outcome of tagging her friends and that message on Facebook would be the custom friendship certificate
given below. This was then also included in the Friendship certificate album with all other certificates.

• Fans also had an incentive to ask for these certificates: The first 100 fans who tagged their friends,
included a message and requested a friendship certificate won a free Barista Lavazza Cappuccino
coupon! Also, every certificate with a special message was entered into the grand prize of top 5
certificates with best friendship day messages. Top five certificate participants would win free beverages
and food.
• After receiving many entries we created custom friendship certificates for all the requests (as seen in the
above example). We then made an album on Facebook with the friendship certificates and posted them
on the Facebook page too.

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• Leading up to friendship day and for a few days after friendship day, we continually posted Facebook
wall updates on the Barista Lavazza page with personal messages like these:

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Friendship Day: Choosing the top 5 certificates
Once the friendship day festivities were over, we had to select the top five certificates. To select the top five, we
again engaged fans on the Facebook page and asked them to vote for the top 5 certificates out of 15 selected
certificates. The1 Like = 1 Vote album was made available for voting and the voting started from 9th August and
concluded to 14th August. A total of 5 days were given for fans to browse through the 15 selected certificates
and “Like” the top 5 or “Like” any number of certificates that they wanted to. Wall updates like the ones shown
were regularly made on the Barista Lavazza Facebok page.

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Other Friendship Day activities: Friendship Jam event.
• We promoted the in-store Friendship Jam, a signature Barista Lavazza event that happens on Friendship
day, i.e., on Aug 1st
• We started to warm up the activity from July 14th, by posting different questions related the fans and their
friendships and also creating a teasers which said that there is something special this friendship day for
all out fans.

Spreading awareness about Barista Lavazza
Spreading awareness about the brand on this platform was supposed was also one of the key aims of this
campaign. We integrated their instore marketing campaign “Friendship Jam”, made a separate tab on the
Facebook page specially mentioning Friendship Jam and regularly posted dates and details on the wall.
We also posted questions related to friendship and later offered Friendship certificates and had the friendship
day contest. This was the critical part of the campaign as fans had to tag themselves, and their friends, which
translated to thousands of Facebook users seeing this on their newsfeeds. A sample chart shows how the viral
aspect of this campaign made it such a great success.

The flowchart above shows no. of people tagged at each level in the certificate contest, 49 fans tagged
themselves and they tagged 424 of their friends. This gives a very high visibility to the friends of the fans and
even friends of the people who he/she has tagged. Tagging the certificates gave the multiplying effect of more
people knowing and getting curious about things happening on the Barista Lavazza page.

IMPORTANT METRICS: BARISTA LAVAZZA FACEBOOK PAGE
From 14th July to 14th August Percentage up or down
Measure Previous Month
(Friendship day period) from previous month
No. of New members (or Likes) 706 996 Up 41 percent
No. of Page visits 2320 5608 Up 141 percent
No. of Photo views 808 6280 Up 677 percent
Total Fans (as of period ending) 3377 4373 Up 30 percent

Data for Previous Month is shown the data to give you an idea of the impact on awareness on the page activity
due to the contest.

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Fan Engagement with the Brand Page
We started posting questions from July 14th to draw attention of the fans and even posted teasers about
something special this Friendship Day.

After few days we posted the certificates as an album for the fans to select and tag themselves and their friends
and even mention what message they want on their certificates. We created the certificates as we got entries.
The certificates were then posted on the wall one by one at stipulated time periods. The constant posting of
certificates kept the page active as there was a new post after some time. The fans also came back to the page
frequently to check if there certificate was posted. Some details about fan engagement is give in the table below.

FAN ENGAGEMENT
Previous From 14th July to 14th August Percentage up or down
Measure
Month (Friendship day period) from previous month
No. of posts 13 24 Up 84 percent
No. of Likes on posts (not new fans) 134 618 Up 361 percent
Comments (overall) 99 402 Up 306 percent
Quality of posts* 4.61 (Avg) 8.06 (Avg) NA
Total interactions 246 1044 Up 324 percent

Note - The Data for Previous Month is shown the data to give you an idea of the impact on awareness on the
page activity due to the contest.

*Quality of posts is judged by the like and comments received on the posts and it is done for each post so here
we have calculated an average of quality of posts in order to see the overall quality of daily posts.

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People who liked and interacted with the brand
The audience is largely in the age group of 18-34 both in male and female. There was a huge increase in the
number of new fans added (518) in the male 18-24 age group. The second largest demographic with the
highest number of fans added (235) was in the male 25-34 category. Percentage wise, the largest percentage
increase (up 74 percent) was in the male 13-17 demographic.

No. of fans (at the No. of Fans (at the Number Up
Percentage
Demographic end of the previous end of Friendship day or down
Up or down
month) campaign)
Female 13-17 160 189 Up 18 percent Up 29
Female 45-54 4 6 Up 5o percent Up 2
Female 55+ 6 9 Up 50 percent Up 3
Male 13-17 154 268 Up 74 percent Up 114
Male 55+ 16 20 Up 25 percent Up 4
No Demographic
65 103 NA NA
available

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Some Fan Comments on the Barista Lavazza Page
We compiled a few fan comments from the Barista Lavazza page that can be viewed below. Also, we attached
some screen shots of fan’s comments in later pages that follow.

Chetan Behl: I, Chetan Behl, on this fship day, wanna tell my frenz, how much they r imp in my life, and wat a
better occsn then fship day and medium BARISTA, i hav spend so much of my unfrgttbl moments close to my
heart here in BARISTA, itz d bst place to spend loads of tim 2gthr, wid frenz, wid luvd ones, parents, family, and
that spcl 1........ for me itz lk heaven...

Abhinav Nayyar: awesome work lavazza guys..

Gaurav Bhatnagar: lavazaa rocks...!! :) love the food and coffee offered by barista... :)

Sagar Shah: Nice Dipesh Ghosh: great Vikram Kumar: amazing

Prabal Muthaa: Awesome Shruti Chatwal: great Sahil Gupta: great....

Payal Mittal: mindblowing Shankar Uttathur: niceeeeeeeee

Gaurav Bhatnagar: hey barista, i am going out at barista lavazza outlet to enjoy this friendship day with my
friends.... :)

Jayashree Coutinho: Nice concept! Princess Jahan: amazing concept

Yulius Christi: so nice

Sagar Shah: I shared This Amazing Offer on My site too.. Offeradda.com

Maddy Micheal: Hey its cool way 2 wish friendship day

Nidhi Chandna: Love u Barista...my certificate looks so cool...I am gng to put it up in my cubicle...my friend's
are gng to be so happy when they see it....u have done something which means so much to me...thnx so much
for my lovely certificate...hope I get the printed version soon...........!

Himanshi Narula: i luvd it.... thnx..... :) Seemita Pooja Das: This is kool! Great Job Barista!

Vaishali 'angel' Sharma: Awesome awesome aweesome! :D :D Jus superb! :D :D :D!

Akhil Dang: :] Arjun Mahindru: It is superb :D Abhinav Nayyar: nice..

Seema Rohilla: i love this..!! thankz barista..!! love you all my friends..!!

Shadab Sarwar: Thanks Barista.....luv u....

Gaurav Bhatnagar: hey barista.... thanks a lot.... luv you...!! :)

Gaurav Bhatnagar: thanxx... bartista....:) Abhinav Nayyar: awesome.... !!
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Jayashree Coutinho: Woohoo! Thanks, Barista... And wish you all a happy friendship day too! Tagging my
friends once I get to a computer.

Nidhi Chandna: thnx for publishing my certificates...guys...love u Barista...this is so special for me coming on
Friendship Day :)

Shrey : Thank you barista, tagged all my friends.. Pahul Chugh: Thanks so much!

Rahul Yadav: hey i definitely lykd ma certificate .. Zooni Khan: wow nice

Vinay Kumar: Thanks a ton :))

SOME SCREENSHOTS OF COMMENTS ON THE FACEBOOK PAGE:

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Case Study - Barista Lavazza Friendship Day Campaign On Facebook

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