November 5, 2012
Spirits marketer Moët & Chandon USA’s Champagne Day video campaign that encouraged social media users to share a branded toast with their friends earned more than 1 million impressions and 70,000 YouTube views.
On Champagne Day Oct. 26, the brand released a 22-second video via a single post on its Facebook and Twitter accounts that told users to post the hashtag #MoëtToast and video to Twitter. This was Moët’s first official foray into social video to test the waters among its social followers.
“Since Moët dominates the category and is considered the ‘World's Most Loved Champagne,’ we felt that it only made sense to digitally own #ChampagneDay on Twitter," said Christopher Renz, New York-based agency director of The brpr Group, the digital agency of record for Moët & Chandon USA.
“We knew that creating custom, timely and relevant content are some of the essentials in generating success on these real-time channels,” he said. “Therefore, we created a very short – short videos load faster on mobile – Moët-branded video to wish a ‘glamorous #ChampagneDay’ to both our followers and everyone on the micro-blog while spreading our message of ‘Success & Glamour since 1743.’”
Cheers to that
Moët posted the Champagne Day video to its @MoetUSA Twitter feed at 7 a.m. Eastern Time Oct. 26.
The tweet read, “Moët & Chandon wishes you a glamorous #ChampagneDay! RT to share a #MoetToast with your friends!” It included a link to the video so that users could expand the tweet and view it below.
Shortly after the video was posted to Twitter, and for the remainder of the day, Moët’s tweet was the No. 1 search result for the #ChampagneDay hashtag.
Champagne Day video
The brand decided to post the video to its Facebook page based on how well it was doing immediately following the tweet, per Mr. Renz.
Moët posted the video to Facebook at approximately 1 p.m. Eastern Time on that same day.
Overall, the campaign resulted in more than 1 million impressions and more than 70,000 views on the YouTube video.
Also, the Twitter post received more than 300 “retweets” and quite a few mentions, per Mr. Renz.
All in the numbers
Other luxury brands have reported success from video campaigns.
For instance, British automaker Aston Martin chose digital to market its new Vanquish model and saw a more than 100 percent increase in visitors to its Web site from social media channels.
The digital campaign that spanned Facebook, Twitter, YouTube and the Aston Martin Web site began June 20 and centered on a digital car configurator, images and a video.
On June 21, for example, the Vanquish video was ranked as one of the top 50 YouTube videos worldwide (see story).
In addition, U.S. fashion label Rebecca Minkoff grew its social media following by 68,500 combined fans across Facebook, Twitter, Instagram and Google+ Sept. 4-9 through its with Fashion Week efforts.
The bolstered social media activity included a live stream of the show, social videos, hangouts on Google+ and backstage coverage (see story).
Also, last year at this time, apparel and accessories designer Norma Kamali saw 21,000 new Facebook fans and 225 million media impressions for the launch of its 3D campaign.
The brand opted out of a traditional Fashion Week runway show and instead chose to show its spring 2012 collection via 3D technology with a video and new Web site (see story).
Video is a tried and true way for luxury marketers to build brand awareness.
Since this was Moët’s first try at social video, the brand is looking to expand its efforts next year.
“Social video in the luxury space is on the uptick as more and more brands realize its value,” Mr. Renz said. “We are aware of the value of social video and look forward to continuing to lead in this regard.
“As we move toward 2013, we are looking to expand our digital presence and social video allows us to accurately portray our brand message in the space,” he said. “These results only underscore our social video strategy moving forward.
“This video was yet another step toward building our presence on digital channels and helped to generate brand awareness during a previously unbranded holiday."
Tricia Carr, editorial assistant on Luxury Daily, New York