The influencers have been contacted by Lavazza to take part in the initiative with the promise of an unforgettable awakening.

Each influencer received a Buongiorno Kit with an original alarm clock device. They set their own alarm for the next morning and Lavazza received a notification regarding the exact time that the alarm has been set for. Right before the alarm rang, a special actor from Italy started to get ready for the Live streaming Buongiorno! As soon as each influencer woke up, the actor improvised a personalized live conversation with them based on their social profiles.

The objective was to bring a real Italian buongiorno to the american influencers that took part in the initiatives.

Influencers strongly contributed to the creation of content around the campaign and increased the word of mouth and the users conversations with the hashtag #BuongiornoAmerica; not just by concentrating their efforts on a single platform but providing complete coverage on all their channels.