Katya Scott-Barrett, Creative Director at Spin Brands
A few years ago, everyone thought that they knew how to ‘do’ social media. Regular posts. A few memes. Pretty pictures. Job done. But today’s social media users are more savvy. To maximise the power of what is potentially one of the most formidable advertising streams, businesses need to take a more sophisticated approach. One that acknowledges the character of the brand while recognising the unique requirements of their intended audience.
In 2019, Moët & Chandon faced this dilemma. For 270 years, the brand has been an icon of success with style. The UK’s number one champagne brand, attracting the highest levels of awareness and consumption, its place had been secured. But it was struggling to reach the new generation of potential buyers. Organic social content was limited, and what did appear lacked the spirit of the brand, fixing its identity as less relevant to its emerging audience. Our role was to find a solution.
How to understand your brand identity and translate this to social
Your brand identity isn’t just a reflection of what it says and does. But rather a manifestation of its values. So, the way that you communicate your products and interact with your customers is integral to the successful translation of your brand’s persona. For Moët & Chandon, the diversity of ‘moments’ that defined the enjoyment of their champagne was key to the brand’s identity. And yet it was somewhat absent from its social interactions. So, the Spin Brands team worked to rectify this… Somewhat awkwardly, in the middle of a pandemic.
To translate your brand identity onto social media, you need to ensure authenticity and consistency. For Moët & Chandon, the challenge was to replicate their market performance in a hyper-competitive digital space, by appealing to a younger audience, aware that their wine knowledge and tastes were naturally diverse.
How to create more contemporary content to appeal to a Gen Z audience
Governed by the restrictions of the emerging pandemic, we tailored our content to ensure reader buy-in, redefining what it meant to celebrate in the ‘new normal’. On Facebook, we honed that focus of shared moments whilst also amplifying the ‘Spirit of Generosity’ that defines the brand’s heritage. Celebrating friendship, intimacy, and even self-care, with gifting and sharing at a distance. While on Twitter we built upon the opportunities for hyper-reactive and savoir-faire content, focussing on celebrating spontaneity and socially-distanced outdoor meetings. This allowed us to experiment and demonstrate the potential of the different channels and the different audience types.
Why it’s essential to adapt your content to suit your territory
Of course, when considering audience types, it’s important to take in geographical differences as well as other differentiators. The British audience will have different points of reference to those from Irish, Australian, Italian, or any other background. In the case of Moët & Chandon, almost all digital assets originated from “Le Maison” in Paris. They were beautiful and sophisticated, but they didn’t entirely resonate with Britain’s Gen Z in the way they were previously being used. The challenge was to make these assets relevant for the British Gen Z audience by deploying them at the right time and using reactive style copy.
The aim of any social content exercise is to increase engagement. With Moët & Chandon, we were able to facilitate a 67% engagement rate uplift on Facebook, whilst their Twitter engagement rate increased by 300%. This was driven by the production of meaningful content that managed to stay true to the brand’s principles, while acknowledging the demands of the emerging audience.
Creating contemporary social content and changing a brand’s tone of voice isn’t about fundamentally changing that brand’s identity. It’s about translating that identity in a way that allows for greater understanding and recognition by its intended audience. Moët & Chandon’s identity and reputation is as it ever was. The only change that we made was in helping a new generation of fans to appreciate it.