Date post: | 09-Apr-2017 |
Category: |
Education |
Upload: | emeric-delalandre |
View: | 743 times |
Download: | 0 times |
Holiday Social Media Campaign
#RichHolidaysEmeric Delalandre, Sarah Gonzalez, Amandine Pruvost,
Sophie Djordjevic, Clement Reus, Halsey Merritt, Tia Taylor
The Brand“One quality, the finest” - the same wine since its creation in 1772 to ensure the continuity of the Clicquot style
A determined hand in a velvet glove - strong inheritance from Mrs Clicquot Ponsardin taking at 27 years old the business lead, one of the first business women of modern times
Creativity - strong creative packaging offers
The unique Clicquot twist - a touch of madness in every activation
Introducing...RICH
RICH is an invitation to enrich the tasting experience. From mountains to oceans,
rooftops to canyons, winter or summer, day or night, RICH is perfect anyway,
anywhere and anytime ...
trends in ChampagneEstablished Markets:
○ UK No1 Champagne Importer with 16% and $994.1 million○ US 14.9%, with $925.4 millions○ Germany 7.9%, $490.5 millions○ Japan 7.5%, $468.2 millions
Emerging Markets:
● Cambodia: +10.4% since 2010 ($1.6 million)● Oman: + 2.7% ($1.7 million)● Togo: +1.56% ($2.2 million)● Cameroon: 0.930% ($5.8 million)
“It’s no secret that October to December is the most vital trading period in Champagne’s year, as consumers stock up on bottles in preparation for the Christmas and New Year
celebrations.” Global Market Review of Champagne
Our AudienceVeuve Clicquot’s Segmentation
Segment 1: “Golden Youth”Excitement pursuersWestern Countriesfrom 21 to 31 years old
#RichHolidays
❖ 21 to 29 years old Millennials➢ Fun, Social, Relaxed Settings
➢ Innovative Packagings➢ Focus on “Value”
Segment 2: Families, IndividualsLuxury leisures Sports associated
from 21 to 65 years old
Big ConceptAn holiday cross-platforms online photo contest to promote and sell
the latest line of champagne launched by Veuve Clicquot America
with the hashtag #RichHolidays.The winner is the one who engage
the more people on its post.
A luxury trip to France for 2
(8,000$)
1 year of free bottles for each platform’s
winner (3,000$ - 300 bottles)
120 random winners (4,000$
- 120 bottles)
CompetitionPromotion
through Social Media
User Engagement
Strategy elements are intertwined and managed through a timeline or social media calendar. A timeline allows for routine
maintenance of online content & clear rollout deadlines.
Strategy & Goals
# User generated Content
SECONDLaunch of a
#RichHolidayscontest on the
platform & social medias
FIRSTCreation of an
online platform to centralize the
contest
THIRDInfluencers
introduction to increase the
contest visibility
HOW TO ENGAGE? TIMELINE
LASTElection of the winner of the
contest.
Content posting period
1st of December
5th of December Every day 24th of
December
From the 5th to the 25th midnight
Our Platforms
InstagramThe perfect place to
generate a photo contest and let our
customers creativity shine through using
the hashtag #RichHolidays
Facebook This is how we will
announce, and promote our photo contest in order to
reach a wider audience.
PinterestInspirational boards for recipes involving
Clicquot Rich and party decorating
ideas over the holidays.
our process is easy...
SECOND
Enter to win prize 1 on our
dedicated eblast
FIRST
Enter to win prizes 2&3 by using the # on the 3 platforms
LAST
Sharing, Subscribing and Buying options
while entering for prize 1
Example: France Wine Travels Contest
Budget - $60,000$15,000 Paid Social Media Posts
$15,000 Prizes $10,000 Centralized platform
$10,000 Content Creation$10,000 Influencers
Reach - 10,000,00080,000 engaged (8%)
30,000 #RichHolidays generated (3%)120,000 endorsements
Revenue - $200,000$30,000 Direct Online Sales (1,500 bottles)
$170,000 Indirect Sales (Marketing Strategy 8,500 bottles)
Our Forecasts