A celebration is incomplete without a bottle of bubbly, especially one from the iconic Moët & Chandon brand. That’s exactly what the champagne house wants to reiterate with its latest social media campaign #MoetMoment.
In collaboration with London-based social media agency We are Social, Moët & Chandon is reaching out to consumers on Twitter, Tumblr and Instagram in an effort to position itself as the champagne brand of choice. The campaign appeals to consumers’ emotions, by asking them to post messages and photos of special occasions that call for a bottle of Moët & Chandon. Social media users can use the #MoetMoment hashtag to share noteworthy moments in their lives, which can range from weddings and promotions to car purchases and sports wins.
As part of the brand’s content marketing strategy, all the posts will be consolidated on the Moët Moment website, which also features editorials from well-known writers who will give readers some food for thought on topics relating to success, inspiration and rewards.
The social media campaign will support the luxury brand’s current advertising and engagement initiatives. Moët & Chandon is endorsed by tennis star Roger Federer, who takes an emotional approach in discussing the brand’s value. #MoetMoment incorporates the same pitch to attract potential buyers.
The campaign, which is in its seventh week, will run through November 9. Participants whose moments were adjudged the best for the week have won a golden magnum bottle of Moët Impérial. When the campaign ends, an overall winner will get a three-liter bottle of Moët Imperial (golden jeroboam), champagne glasses and a cooler.
We Are Social’s account director Thomas Hirschmann says the campaign has received 200 platform submissions, hundreds through the hashtag and many through email. Hirschmann adds that the response has been enthusiastic, with many top-of-the-line pictures sent by consumers.