Digiday Marketing Summit

1. Chandon digital goes offline with events
and even print…

2. First let’s pop the cork…
Who are we?
 We are a part of Moet Hennessy, The Wine
& Spirits division
 We are vibrant, fresh, colorful and fun
 We are “Born French, Raised in California”
 We are a sparkling wine house, founded in
Napa in 1973 by the French Champagne
house Moët & Chandon
* Please note my use of the term sparkling wine, this will
be important later *

3. Now a little housekeeping….
Industry-wide digital marketing challenges:
 We are a regulated product – alcohol
 We do not market to consumers under the age of 25 – which affects platforms, we age-gate all online content
• Drop-off due to age-gating can be huge, sometimes content can have multiple age-gates
• Early-adopters to platforms like Instagram or Snapchat
 We do not sell direct, so can’t collect much direct customer data
 We have a legally mandated 3-tier system of distribution
 At the luxury price point, a large part of our sales are at independent retailers – so IRI/ Nielsen data tells only part of
the story

4. Which leads us to our current campaign an “edutainment”
series of five videos we call Chandon Lessons and how we
used Big Data (from Google) to determine our content….

5. UTILIZING PARTNER INSIGHTS TO BETTER INFORM CONNECTIONS DECISIONS
• Collaborated with Google and brand teams on wines/champagnes insight driven session
• Based upon findings, Chandon and determined opportunity exists around champagne education in the form of “edu-
tainment” content
• “What is the difference between prosecco and champagne”, “How to open a bottle of champagne”, “Does champagne go bad?”,
“Champagne cocktails”
• 250k+ consumers searched for champagne/prosecco cocktail info, 200k+ consumers searched for variations of “what is
champagne?, what is prosecco?, what is rose?, is prosecco sweet?, etc.
• Chandon team created edu-tainment content answering consumer questions – the Chandon way
• Videos have been distributed on Youtube Discovery, Instagram and Facebook
Rebecca Minkoff
Pauline Lhote

6. Digital gets experiential – The brand team wanted more exposure for
the digital campaign, incorporating it in to our general brand
marketing program so we created a “Bubbly Bootcamp” event for the
media showcasing the video content and bringing the concepts to life.
Hosted by our winemaker and attended by media from The Today
Show, The Food Network, People Stylewatch, Food & Wine… the
experience highlighted pairing bubbly with food, mixing sparkling
cocktails and even how to open a bottle.

8. And then – to print
Based on the campaign we created a “ Video Press Kit” through Americhip
technology. This printed brochure can run up to 45 min of video and is being sent
to media and trade partners

9. Cheers!
If you want to continue the conversation, Lets Link-In!
Korinne Munson
Director of Communications & Digital
Moet Hennessy U.S.A.
Let’s Catch up! #ChandonSquad