01PRE-LAUNCH
CAMPAIGN FOUNDATION · 02
De’Longhi Summer Campaign
A product-education challenge carried from social desire-building to a physical trial moment.
01
THE COMMUNICATION PROBLEM
Product Tension
The launch had to explain why five-minute cold brew was different from ordinary iced coffee while giving people a reason to experience the product in person.
- → A technical distinction needed a simple consumer expression
- → The category was visually competitive
- → Social attention needed to lead towards the pop-up
02
THE CAMPAIGN APPROACH
Channel Logic
The Home Barista platform connected product education with aspiration: demonstration made the difference credible, while mocktail applications made it desirable.
- → Tease the experience
- → Demonstrate the product difference
- → Sustain interest through recipes and use occasions
- → Convert curiosity into a physical trial
03
ROLE + EXECUTION
My Contribution
I worked across campaign concept, copy, video development and KOL creative supervision, adapting the same product story to each channel’s role.
- → Campaign and content concepts
- → Launch and sustainment copy
- → Video development
- → KOL briefing and creative feedback
- → Pop-up communication
04
PRE-LAUNCH · LAUNCH · SUSTAINMENT
Social Media Rollout
The content sequence moved from curiosity to product education and then to a physical trial moment, with each post carrying a distinct role in the campaign journey.
- → Pre-launch anticipation
- → Product-launch education
- → Sustainment and pop-up conversion
05
MARKETING VALUE
What Transfers
The project shows how one product proposition can move through awareness, education and trial without becoming a collection of disconnected executions.
- → Product education
- → Online-to-offline journey thinking
- → Cross-channel message consistency
- → Creative supervision across partner content