DOM PERIGNON : « THE POWER OF CREATION »
“Come quickly, I am tasting the stars!” Dom Pierre Pérignon
Dom Pérignon, a long-established French vintage Champagne brand (since 1668), has created and managed a really good social media footprint across the traditional champagne brands, that conveyed perfectly the brand mission: « To be the best champagne in the world ».
Dom Pérignon is a prestigious brand born from the discovering of the high-qualitative champagne production, thanks to the passion and innovation of its eponym creator.
First of all, if I focus on the content, Dom Pérignon has successfully conveyed the brand’s values: prestige, savoir-faire, innovation and creativity.
The official website has a luxurious design, dark but highly qualitative. It is also modern and innovative: the browser enables the visitor to travel from one universe to another and discover the brands’ DNA: you can learn more about the vintage products, the brand heritage, the new creations that will come and even shop online.
The brand has another website called “creatingdomperignon.com”, that presents all its social media activities.
Under the « Social Chronicles » tab, the brand features curated content: a wall of pictures that consumers post on social media like Instagram or Twitter (even though the brand doesn’t have a Twitter account).
This website tends to make the brand more approachable to people and potential future customers, but is not really well emphasized: it is not featured on any of the social media accounts, nor on the official website. I think this is a pity.
At the bottom of the website, all the links toward the social media accounts of the brand are displayed (Facebook, Instagram, Tumblr and Youtube). Dom Pérignon has genially understood that each platform is not directed to the same public, and knows how to adapt special content on each network. As a brand that produces prestigious and rare product, the published content is always professional.
Dom Pérignon’s Instagram, where the most consumers’ engagement happens, has 272k followers. When scrolling down the feed, 3 different themes can be highlighted: wine & people; wine & beautiful landscapes (the most liked theme by followers) and wine & arts. By the comments, I realized people are craving for living the lifestyle the brand features in its posts, as if « if you drink Dom Pérignon, you will live a dream ».
Contrary to Moët & Chandon which has several official Facebook pages, Dom Pérignon only has one official Facebook page that retains 385K likes. The content is focused on innovations and artistic collaborations (Koons, Lynch, …), conveyed through a creative and effective content. For example, the brand launched a phosphorescent promotional bottle and an analysis showed that the brand generated 20-times the volume of social media buzz of competitor Veuve Clicquot during the period.
Dom Pérignon’s Youtube page features series of videos about brand history, products and creations. It is a platform to educate and inform people. Tumblr page is a pure content feed: the pictures are displayed with hashtags and are here to make people discover the culture of wine.
If we look into the champagne industry, two other brands stand out for their perfect control of social media: Moët & Chandon and Veuve Cliquot.
Their different social platforms feature visual and engaging content; that matches their brand image. But M&C and Veuve Cliquot are not selling the same quality of champagne than Dom Pérignon does; therefore they are not addressing to the same-targeted consumers. Their content features for instance consumers’ pictures, funny vibes (colorful setups, objects, …) and street styles.
Dom Pérignon efforts towards social media marketing will pay off because the consumers, especially the Millenials, are leaning toward brands who can offer them great digital brand experience. But Dom Pérignon also does well because the brand wants to educate the consumers and develop the wine culture.
Ok, I’m done, but all this champagne everywhere made me thirsty, so…
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.