I can taste the stars…
Social media is what dominates both recognition and brand exposure. In a business age where visuals matter, Instagram has surpassed other social media in terms of growth, and is responsible for significant customer engagement. In an time where exposure in social media matters, the world of champagne is no exception.
The following brands have found ways to get creative with their post to try and engage the audience. In the world, the luxury champagne Moet & Chandon, Dom Perignon, and Veuve Clicquot dominate the market.
Veuve Clicuout vibrant instgram page is the stuff of marketing gold. With 168k in followers, and more likes per post, is the clear winner in this bubbly war. It’s rich images follow all the non-spoken rules for a follower worthy account. Each image is curated and receives double the likes of their followers, meaning it gains more exposure in both of the “featured” or “trending “ instgram features. They take pictures in different angles, use appropriate captions, hash tags, and call to actions. This summer, Veuve Clicqout rolled out the marketing campaign #ClicquotMail, in which a giant yellow mailbox travels across the country and brings the brand to consumers. Featured in luxurydaily.com
“The traveling mail truck is a nice addition because it supports the overall message and connection to Madam Clicquot’s letter writing and helps to drive awareness not only by driving around, but through Twitter and other social channels,”
“I think it creates a great story that represents the brand’s history and personality,” she said. “There are a lot of different elements to keep a visitor engaged — not to mention the line is witty and cleverly designed.”
More importantly they have fun with the brand, and since when is champagne not fun?
Coming in second place, is Moet & Chandon. Their instagram page is very different than Veuve Clicquout and it has to do with the image choice and lacks the active media presence of it’s competitors. Moet has 103k followers, and only 341 posts to date. It does feature the same pictures more than once, which makes the follower wonder if they are lacking material to share. Their hashtags vary from #MoetRose, #MoetImperial and #MoetMomment, where they ask users to share extraordinarry momments that are worth celebrating with a bottle of Moet. The impression given from this instgram page is that is for the more mature consumer, and it is a less playful account.
Finally Dom Perignon rounds the third spot with only 127k followers, and even less post than Veuve Clicquot and Moet at 294. The images are darker and more masculine, with a focus on the darker labeling and color of the bottle; they also frequent the use of black and white images, something that is unorthodox for a consumer product.
But why is Instgram such a big deal to these companies? For a successful brand to establish dominance in the Instagram world, it most post on average 6xs a week, and not double posts.
Instragram has a 99% engagement success rate that is correlated from likes, and allows prestige brands to connect with consumers, by showcasing behind the scenes snapshots and even a glimpse into the life of a luxury champagne consumer. So pop the bubbly, and gain some folllowers!
