Here is a feasible campaign of a holiday social media campaign for the French champagne House Dom Pérignon; created within the social media class of the NC State/SKEMA Global Luxury Program.
2. Overall Situation
There is a current gap between our
consumers
Dom Pérignon wants to diminish the
gap by reaching to a younger
generation of affluent consumers
We hope to attract and reach a new
market through our Social Media
Holiday Campaign
Background
● 1668
● 1921→ 1936
● Vintages are released 15-16 years after
harvest
● 41 Dom Pérignon white vintages
● 24 Dom Pérignon rosé vintages
● Moet and Chandon’s prestige label
(LVMH)
Current state of the marketplace
306 Champagne houses
Top 5 export markets (2015)
1. United Kingdom
2. United States of America
3. Germany
4. Japan
5. Belgium
Total bottles sold: 312,531,444
72% -champagne houses
28% - winegrowers & co-ops
Dom Pérignon’s Current Capital:
€433,193,798
3. Objectives
We plan to host a New Year’s celebration featuring a signature Dom Pérignon bottle
• Host a New Year’s party in NYC
• The event will be invite only for loyal customers and a lucky few guests:
North America customers have the opportunity to find “Platinum Corks” in our champagne bottles leading up to the event
This event has four main goals:
1. Increase brand awareness
We are striving for a 35% increase
2. Brand Prestige:
Increase luxury experience of brand with an extravagant soiree
3. Increase sales:
We are striving for 8-12% growth
4. Expand customers base & further engage our loyal customers:
Bring in 200-400 new customers (entice them through the
platinum cork campaign) and increase sales with loyal
customers as they purchase our new holiday bottle
4. Data
• In average, 40% of the sales = end of the year celebrations
• 77% of event marketers use social media es a key engagement strategy before an event. Our goal is to improve this
data with advertsing during the event. People will connect with a person rather than a logo, so much powerful
• Location: New York. Why ?
• Targeted people: HENRY : growing 11% between 2014 and 2015
5. Opportunities
We will create a social media campaign for our “Platinum Cork” focusing on Snapchat and
Instagram
• Loyal customer base made primarily of
baby boomers and generation X
consumers
• Our campaign is seeking to encourage and
incentivize late generation X and early
generation Y consumers to enter the Dom
Pérignon market
• By focusing on those aged 28-44, we will
target the current gap by engaging young
professionals with leisure time and high
affluence
Revenue will come in three separate phases:
1. Before the holiday party with consumers
purchasing champagne bottles in hopes of finding
the platinum cork
2. During the New Years Party as we showcase and
sell our signature bottle
3. After the event as the signature bottle continues to
sell and brand awareness from the social media
campaign leads to additional customers
6. Late 20’s to mid 40’s:
Millenials & Generation
OUR TARGET MARKET
Cultivated:
Art
Food
Travel
Wine & Champagnes
Urban
Highly educated:
graduated from Ivy League & boarding schools
Professional with
high earnings &
rich network
SOCIAL MEDIA USERS & LOVERS
Influence power:
Members of socialite clubs,
lot of social media followers
7. Approach to Reach Target Consumer
NYE party to create a unique experience surrounded by friends
Gain new consumers while catering to current consumers and increase brand awareness
• Personal Invitations
• Pre-orders, orders during NYE party, and future orders
• Social Media ads- Instagram, Facebook, Snapchat
• Commercial Ad for our “DomPe Eve” event
• Lookbook
• Recreating long term campaign strategy:
• change location every year
• sponsored luxury location: real estate agency
9. Tactics
To retain customers
and build a strong
brand image, if this
first party is a
success, we will do
similar parties every
year in different
locations.
To grow sales, we will
launch a signature
bottle, which will be
available first during
the party, and then in
stores.
To increase our brand awareness, an advertising
campaign through social media and regular means
will be launched. This advertising campaign will do
the promotion of both the event and the high-quality
champagne.
To enhance our brand
prestige and reputation,
the party will take place in
a luxury penthouse in
New-York and will benefit
from the party services
(chief traiteur, singers and
DJs, modern and
aesthetic design and
decoration…)
To reach new customers,
we will allow random
customers to participate to
the party. The people
allowed to join the party will
be customers who would
have found our “Platinum
corks” in regular Dom
Pérignon bottles.
To reward our most loyal customers,
we will organize an exclusive party for
the New Eve. The customers invited will
be the 1000 most loyal customers and
will be selected after a deep, rigorous
and impartial customer base research.
Moreover, some gifts will be offered to
the guests, such as a “lookbook” of all
the trends to be expected from Dom
Pérignon for the next year.
17. Costs
What are the costs of your program?
Venue(includes staff and security): $75,000 Engagement(2%) 13,705
Additional costs(platinum,deliverables): $125,000
Inventory costs: $171,473.90 Total Party Investment: $371,473.90
Revenue: $1,119,503.00
What's the payback model Profit = Revenue-Cost
Dom Pérignon Rose sales-415.99 per bottle Profit= $748,029.10
500 bottles sold (in store): $207,995
107 bottles sold(NYE party): $44,510.93 ROI: 3 to 1
Dom Pérignon Exclusive New Release sales-$2,999.99 per bottle
310(including booth sales): $929,996.90
