Case Study
Gaggia Entering The Cambodia Market
Project Overview
Our client, Gaggia Cambodia promotes the Italian-made Gaggia automatic coffee machine, targeting coffee enthusiasts and individuals who enjoy a high-quality coffee experience at home or in the office.
Challenges
As Gaggia enters the Cambodian market, it faces the challenge of establishing brand recognition and consumer trust in a highly competitive landscape dominated by more affordable Chinese coffee machines and other well-known brands. On social media, Gaggia must overcome low brand awareness and communicate its unique value as a premium Italian coffee machine with over 80 years of history.
Solutions
To address the challenges in establishing Gaggia in the Cambodian market, the brand implemented a social media campaign that highlighted its rich 80-year history and the distinct features of its Italian-made coffee machines. By leveraging storytelling around its heritage, Gaggia positioned itself as a premium choice for coffee lovers seeking an authentic espresso experience. Additionally, the campaign included emotionally resonant content specifically crafted for coffee enthusiasts, tapping into their passion for quality coffee. This strategy successfully built awareness, differentiated Gaggia from lower-cost competitors, and cultivated a loyal following among Cambodian coffee connoisseurs who value both heritage and quality.
