Dom Pérignon: just a few bubbles away from perfection…
If I ask you about the world’s best champagne, Dom Pérignon is probably one of the first names that come to your mind. And you’re right; Dom Pérignon is one of the leading brands in the category of luxury champagnes, grabbing the first places on several worldwide rankings: 1st place with its 2004 Rosé Vintage in the Top 10 Prestige “Tête de Cuvée” (Gayot.com), 1st place with its White Gold bottle in the Top 10 Best Champagnes (enkivillage.com), or else 1st place with its 1996 Rosé Gold ($49,000) in the Top 10 Most Expensive Champagne Bottles on the Planet (businessinsider.com).
But does Dom Pérignon deserve the 1st place on the Top 10 Champagne Brands’ Social Media? That’s our today focus. We will explore both quantitative and qualitative content of all its social media, and states if it meets the expectations that customers have for such a famous brand.
As a quick reminder, Dom Pérignon is a brand offering only vintages, owned by the French house LVMH (Louis Vuitton Moët Hennessy), and, according to legend, created in 1668 by the abbot Dom Pérignon.
First, let’s take a look to its website. That is, more or less, a Marauder’s map, where all the different universes disappear as fast as they appeared. The black background and the golden fonts reinforce the magical atmosphere. There you can find pretty everything regarding the brand, its heritage, its artists, its sources of creation, even a link to its e-commerce site…pretty everything except a link to its social media. You could argue that it’s not a big deal, but when you do want to investigate the other social media that can be a little be confusing because, before finally falling onto Dom Pérignon’s pages, you might go through LVMH’s pages (the mother house) and/or Moët Hennessy’s pages (the wines’ house).
Regarding these other social media, Dom Pérignon is very active on Facebook, Instagram and YouTube, and totally inactive on Twitter and Pinterest. The figures of this activity are summarized on the table below. Concerning the content on Facebook and Instagram, Dom Pérignon is doing a really good job with varied original beautiful pictures staging people, amazing places and abstract designs. All these efforts are rewarded by a constant high level of engagement from their subscribers.
On YouTube, Dom Pérignon have launched 27 videos, which are more and more artistic and professional-looking movies. The P2 Reveal video two years ago is a kind of a great long luxury car launch’s movie, meanwhile the collaboration movie with Iris van Harpen one year ago seems like a James Bond’s opening credits movie.
Talking about collaboration, Dom Pérignon is rich in collaborations with prestigious artists such as Jeff Koons, David Lynch, or Karl Lagerfeld (dressing Claudia Schiffer), and has even done a Collection tribute to Andy Warhol. And, to say the least, there were successful campaigns in which the content was highly spotlighted by Dom Pérignon on its social media.
In a nutshell, Dom Pérignon is meeting all the expectations regarding the qualitative aspect of its content on social media (great pictures and videos, original way to communicate through collaborations, highlight of its heritage and its expertise…) …but not in terms of quantity. Indeed, if we compare to the other leading champagne brands (almost all of which are owned by the same house, LVMH), Dom Pérignon equals, perhaps surpasses, them about the content but not about the number of social media. So if I am allowed to give some advice, I would say that Dom Pérignon should do exactly the same as what it is (perfectly) currently doing on both Twitter and Pinterest to reach even more consumers.
Delphine Labati
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
