Generating brand interest, unlocking new opportunities and encouraging consumer engagement are some of the results that Moet & Chandon has already achieved with the world's first shopping video ad with New Corporation Australia.
This week, Moet & Chandon and News Corp. unveiled a new video ad campaign that allows consumers to click or swipe through video content to purchase personalized champagne bottles and bottles. Running both horizontally and vertically on video, the shopping is powered by interactive technology company Vudoo, and can be used for on-platform and off-platform e-commerce offerings, as well as the broader e-commerce suite.
The national campaign to bring attention to the Moet & Chandon brand has been designed for holiday celebrations and gifts and is hosted on the News Corp Vogue brand platform. This is the first marketing ad campaign for Moet Hennessy and it will be followed by a similar marketing video campaign for Veurve Clicquot, a subsidiary of Moet Champagne.
Moët Hennessy's Director of Marketing and Consumer Engagement in Australia and New Zealand Scott Bowie, Marketing Director, told Moët & Chandon's campaign that the Moët & Chandon campaign is all about engaging with content to drive event-based desire and money in the country to attract newcomers. Note that the brand already has a fairly high awareness in Australia.
The shopping video follows the Choose Your Own Adventure format, allowing Australians to interact in the magical world of Moot's Birthday and find personalized gifts and party kits.
“With this campaign we aim to create desire first, encouraging our customers to explore the portfolio outside of Imperial and to associate Moët more strongly as Christmas Champagne, an extension of our cutting-edge personalization products,” Bowie said.
“Our offerings include customizing gift box bottles from Brut Imperial, Rosé Imperial, Imperial Magnum, Gold Imperial Magnum and Grand Vintage 2013.
To celebrate, we have created a series of cups and ice buckets called the Celebration Set or a set of 24 individually customized small plates with the perfect spirit for a table setting or party. Finally, to celebrate the perfect birthday, we offer the Moët & Chandon Ultimate Birthday Celebration Concierge.
The main launch campaign ran for six weeks and saw a host of Australian and global innovations, including Shopify videos with Australia's first user interface design, custom in-country animations, and the ability to shop with News Prestige.
For Bowie and his team, personalization is a huge trend in gifts across a wide range of categories, including luxury items.
"Moet & Chandon wanted to take the gift of champagne to the next level, and we wanted to find a personalization strategy that meets the brand's aesthetic standards while maintaining the integrity of champagne, an inherently good product," he explained. “While the brand has explored technology in the past and we've seen many problematic technologies like embossing come to market, we finally found a printing method that puts the message on a bottle or, in the case of the big old fashioned…, a gift box.
"When choosing our product range, it was a conscious decision to place the majority of our offerings in bottles rather than gift boxes to reduce our environmental impact through gift boxes." Bowie bottles are shipped nationwide in sustainable, recyclable, and compostable packaging.
The Moet & Chandon campaign also included a comprehensive innovative experience with Meta to understand the impact of influencer content on brand content supported by Meta's global agenda.
As part of the collaboration, News Corp and Moet & Chandon have jointly developed promotional materials for use across all of their channels and channels. Bowie commented that finding the balance between shooting a long narrative video for editorial content and shooting for acquisitions was an interesting and new challenge.
He continued, "This is also the first time we've integrated Shopify Checkout into a third-party platform using a custom API, which led to some launch challenges." “It was a great collaboration with News Corp Australia to launch this livestream campaign from the website’s current video production and amazing content.”
Although the campaign is still in its early stages, Bowie drew from the depth of insights gained throughout the customer journey through his video shopping dashboard, as well as Shopify and Meta Reports. He said the data will be central to the strategic retail plan and will inform how to further grow the Moet brand as well as the entire portfolio.
“We can see in real time what our customers are doing and how they are progressing through the conversion funnel, which gives us a single view of the entire journey from top to bottom in the conversion funnel,” he said. “Our customer engagement has been excellent as we see our full range of purchases across the country. Overall engagement in interactive video is now three times higher than the sector, demonstrating the effectiveness of the content created in collaboration with Vogue.
He also noted that cart sizes for those taking advantage of video-based offerings were above the online average at the time, ranging from $140 to $90.
In terms of results, Bowie looks for short-term and long-term results to measure impact, where success depends on interaction with content and a deep understanding of how consumers interact with the brand's value-added offerings. across the channel.
“Purchased content and a simplified consumer journey are at the forefront of digital media campaigns, providing brand engagement and a seamless shopping experience,” Bowie said. "It's the ease of interaction and communication that drove us to innovate with News Corp for Shopper Video, delivering an enhanced experience that is luxury for a brand that lives outside of traditional bottle shelves."
While the benefits of ad conversion capabilities are clear, one of the potential challenges of navigating social commerce and third-party advertising with shopping options is customer experience, attitude toward the journey, and comparing perceptions. For example, a recent report from SimplicityDX found that two-thirds of shoppers on social media are more cautious about social media purchases after returning a product purchased through these channels.
Bowie said Moet Hennessy was aware of the increased and growing risks, and said how to handle anything that could go wrong, as well as strengthening design and implementation, was an important part of the testing. Additionally, the launch of a purchased video ad was backed by 24/7 customer support.
Pippa Leary, managing director of customer products at News Corp Australia, said buy-and-play promotional video products will enable brands to turn audience interaction into a compelling buy-now experience. The media giant first introduced the feature at a D_Coded event in May and said it was in talks with a number of customers to use paid video ads.
"This allows us to measure brand engagement, time spent in ads, online shopping, and in-store referral using the channel-independent measurement capabilities of News Connect," he said. “This gives us a unique opportunity to work with customers throughout the sales funnel, from notification to desire and immediate purchase. Following the launch of NewsCompare last month, this is the next product in our suite of products aimed at encouraging highly targeted audiences to buy.”
News Corp. It said it could target purchased videos to segments of the buying audience with its own targeting capabilities. The ad units purchased will be VAST (Video Ad Delivery Model) and VPAID (Video Playback and Ad Interface Identification) which can be deployed to News Corp's premium brand environment and open the web in Australia, while the purchase option remains the same and in-video. .
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