Louis Vuitton - Moet Hennessy (LVMH) is eyeing off how it can become a more digitally focused business, both locally and globally, as one of its brand's content foray has caused the business to look at its digital offering overall.
Sparkling wine brand Chandon, which is part of the LVMH stable, recently rolled out a digital-only piece of content to launch its global partnership with F1 racing powerhouse Mclaren-Honda. Marketing director for beverage brand, Ashley Powell told AdNews that due to the success of Chandon's content push, both content and digital are very much on the agenda for LVMH this year.
“You will see a lot more energy, direction and governance put around digital at a local level and at a regional and global level at Moet Hennessy, which is exciting for us because we certainly don't consider ourselves as the first movers in a digital world, so it's about how we do it the right way with a good bench strength across the team,” Powell told AdNews.
The content piece shows British F1 legend Jenson Button and Spanish racer Fernando Alonso, racing each other across the Domaine Chandon winery and Powell explained that this content marketing push was also designed to expose a different type of consumer to the brand.
“Firstly we wanted to appeal to millennial consumers,” he says. “Our last major piece of advertising was in 2012, and we focused on a more traditional campaign with print and outdoor.”
At the end of last year, Chandon launched its first piece of content marketing and Powell says that with its “live life unplanned” campaign the brand saw really strong results, encouraging it to continue with a content marketing strategy.
“We saw strong results particularly with the millennial consumer and the fact it [content] can be very targeted and measurable is important to us, particularly because we want to adapt and apply learnings for other markets,” he says.
“It's a new direction for us – it was really appealing to have that opportunity to test, learn, adapt and apply,” he added.
The content featuring Button and Alonso launched last weekend for the Australian Grand Prix and it has already garnered 750,000 views, with Powell saying the brand is impressed with the views, the reach and the shareability of the content.
While Powell wouldn't be lead on what the brand's marketing budget and dollar spend looks like, he says that digital, content and its Mclaren-Honda partnership was top of the agenda for 2016.
“Looking at this year we've got a broad activation plan, but in terms of above-the-line and communications strategy we've made the decision to focus on digital and you've seen that with the piece of content we launched last weekend,” he says.
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