Gaggia – The Art of Perfection

How do you generate high quality B2B leads for an Italian coffee manufacturer in the UK market?

Headquartered in Italy, Evoca Group have 8 global brands operating in over 100 countries, including Gaggia.

Gaggia UK were set on building awareness of their Professional and Automatic ranges whilst also driving B2B leads. Therefore, Evoca Group put their trust in our coffee-fuelled team to help elevate their digital marketing.

Phase 1

First, we aimed to raise the Gaggia brand within the UK Ho.Re.Ca markets. Our team started by first delivering a UK digital strategy for paid search and social, as well as developing audience personas. Additionally, creation and management of a fully-fledged Gaggia microsite, ‘The Art of Perfection’ took place. This included creating a gamified quiz to match users to their dream machine, alongside an integrated CRM system (HubSpot). As a result, we were able to implement contact forms and blogs to engage current and prospective customers.


Phase 2

Next, the aim was to drive higher levels of sales through Gaggia Professional distributors, with HDY being responsible for generating B2B leads. As a result, we adopted a two pronged approach with focus split between both acquisition and nurture stages. Through test and learn, we identified which paid platforms would generate the highest yield for lead quality and quantity. Then, we created a brand-led email strategy for each target audience in order to continuously nurture and provide a seamless end-to-end experience.

Take a look at our work below!

(Imagery collaboratively provided by Evoca Group and HDY throughout the relationship).

 The brand campaign concept captured the tale of a brand 80 years in the making. The tale was told across multiple channels including the brand new microsite built to support the digital strategy.

We developed a brand video shot at the Gaggia showroom to draw in customers. Paid social and paid search then got to work to deliver awareness and new generate business leads.