Moët Hennessy ups social media engagement with new link-up

Moët Hennessy has linked up with Tribe, an online marketplace that links brands to ‘social media micro-influencers’ that has just launched in the UK.

(photo: LVMH)

The Australian company, which this month opened a UK office, was set up by former radio and TV host Jules Lund in 2015 to tap into the potential of ‘social influencers’ by putting them in touch with brands they can promote to their followers. These influencers – people who have more than 3,000 genuine followers on Twitter, Facebook or Instagram – have become “powerful allies in the marketing world”, Tribe argues, but had been unaware of their value and also unable to initiate conversation with their favourite brands.

The platform allows brands to choose influencers they think are a good fit, and brief them on a particular campaign in order to reach their followers. However the post itself is created by the influencer, giving the brand less control than in traditional media, although they can approve a post before it is posted or suggest changes, and only pay for posts that are in line with their brand values.

“Influencers have developed a unique dialect with their tribe over thousands of personal interactions – these can include everything from bad grammar to amateur photography,” Tribe explains. “Despite it not appearing like premium content, the value of a post is measured by audience interaction and the Influencer’s credibility.”

Tribe has already worked with Moët Hennessy in Australia, according to its digital marketing manager Greg McCann.

“After hearing about the success Moët Hennessey has with Tribe in Australia, we were excited to set up our own UK campaign,” he is reported to have told The Drum and Australian website Adnews.com.  “The results have been great, having received 99 submissions from talented content creators in just over a week.”

Moët Hennessy’s brands include Champagne brands Dom Pérignon, Krug, Moët & Chandon, Ruinart and Veuve Clicquot, spirit brands Ardbeg, Belvedere, Glenmorangie and Hennessy, and a portfolio of wines including Château D’yquem, Cheval Des Andes and Cloudy Bay.

Speaking to db recently about the US Champagne market, Spiros Malandrakis, senior industry analyst of Alcoholic Drinks at Euromonitor International noted that Champagne brands were increasingly making a fresh attempt to engage consumers, particularly social-media savvy millennials, in order to become more accessible and not appear “snobbish and out-of-touch”.  He argued it was beneficial for brands to engage with social media to present this casual positioning, as well as looking at “imaginative” partnerships with companies such as Deliveroo.

“Champagne brands can take the initiative to ensure they aren’t just speaking the language of time on lees and how long the bottle has been stored, but to make it more approachable but without leaving behind the luxury element.” he noted. “That will be especially important as the macro-economic situation becomes clearer,” he warned.

Other brands who have also signed up with Tribe’s UK launch include Burt’s Bees and Selfridges.

For more information on how Champagne brands are pushing the boundaries, see db’s upcoming Champagne Supplement, published in May.