Social Media Team Project to plan a social media marketing program for a luxury brand in the context of the 2015 Global Luxury Management course of Social Media.

1. Holiday Social Media Campaign
#RichHolidays
Emeric Delalandre, Sarah Gonzalez, Amandine Pruvost,
Sophie Djordjevic, Clement Reus, Halsey Merritt, Tia Taylor

2. 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

3. 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 ...

4. trends in Champagne
Established 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

5. Our Audience
Veuve Clicquot’s Segmentation
Segment 1: “Golden Youth”
Excitement pursuers
Western Countries
from 21 to 31 years old
#RichHolidays
❖ 21 to 29 years old Millennials
➢ Fun, Social, Relaxed Settings
➢ Innovative Packagings
➢ Focus on “Value”
Segment 2: Families, Individuals
Luxury leisures
Sports associated
from 21 to 65 years old

6. Big Concept
An 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)

7. Competition
Promotion
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

8. # User generated Content
SECOND
Launch of a
#RichHolidays
contest on the
platform &
social medias
FIRST
Creation of an
online platform
to centralize the
contest
THIRD
Influencers
introduction to
increase the
contest visibility
HOW TO ENGAGE?
TIMELINE
LAST
Election 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

9. Our Platforms
Instagram
The 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.
Pinterest
Inspirational boards
for recipes involving
Clicquot Rich and
party decorating
ideas over the
holidays.

10. 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

11. 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

12. thanks!
ANY QUESTIONS?
Don’t miss to use
#RichHolydays