Why Moët & Chandon Is Working With Snap To Target Luxury Wine Enthusiasts
Snap's recent difficulties acquiring users are well documented. But with a higher-than-average household income, its niche audience might still be a valuable one.
LVMH champagne brand Moët & Chandon has teamed up with Snap to develop a mobile game for its Valentine’s Day “Love Unconventional” campaign — a move indicative of luxury brands’ move towards increased spending on mobile and social and away from “traditional” advertising.
Here’s how it works: As part of a campaign push set to run officially from Valentine’s Day to Mother’s Day, the mobile game allows users to shoot corks at a tower of champagne glasses for points. Winners will get the chance to collaborate on a love poem, reportedly generated with input from poet Cleo Wade. Ad placements are also set to appear via Snapchat Discover — aimed at users over the age of 25.
The brand will also advertise on Facebook and Instagram, directing users to a browser-based version of the game — but the key to the campaign is Snapchat’s audience: While niche, it has a household income higher than the national average, and 35 percent of Snapchatters can’t be found on Facebook and Instagram, according to AdExchanger. As such, while the campaign will also involve substantial influencer content on Instagram, Moët is betting heavily on Snap when it comes to targeting.
Moët will use Snap targeting tools to direct the Discover campaign to an audience over 25 that is specifically interested in luxury, wines and spirits.
Is this bet indicative of a wider trend? Maybe. “A lot of advertisers, especially in the luxury space, [are now using] Snapchat to amplify content,” Christine Ngo, marketing director and head of US customer engagement at Moët & Chandon, told AdExchanger. “We really wanted to engage people in this program.”
The past year has seen luxury brands from Tesla to Theory embracing social and digital advertising en masse, a departure for a sector that once primarily relied on print advertising and editorials aimed at a mature audience with more money to spend. But as Millennials have emerged as a demographic with major purchasing power — and consumers of all ages are spending more time on mobile than other mediums — it makes sense for these labels to embrace social media buys and influencer marketing.
That said, Snap’s recent difficulties acquiring users are widely known. The platform reaches a niche audience, and multiple parts of its growth have been cannibalized by Instagram stories. But with its audiences’ above-average income, a smaller — but engaged — following looks to be a smart bet for Moët.
But as always, “it depends on the campaign and who we’re trying to target,” Ngo said. “It’s not necessarily something we’ll use for every single program.”