Lavazza believes coffee is an experience to be shared. Something to have conversation over and build one-on-one connections through. And in this concept, we want to take that personal and tangible act of sharing a cup, and make it social. To kick off the program and maximize reach, we partnered with Instagram influencers who have a strong following of everyday foodies.

At launch, each influencer shared out an initial post of their cup of Lavazza and ask followers to #shareacup by completing the image with their own coffee pic.

Lavazza promoted the #shareacup campaign by explaining how users can participate. #Shareacup of Lavazza with us. 1. Screen shot this post. 2. Take a pic of your coffee. 3. Use Layout to add your cup to ours. 4. Tag @LavazzaUSA and use#shareacup and there may be more#coffee in your future.

Users then shared out the completed posts and invited their friends to #shareacup of Lavazza with them.

We scrubbed #shareacup and used Instagram DM to surprise and delight participants with a code for a Barista Kit, redeemable through Amazon Prime Now or our e-commerce site.