The Campaign

The Australian media market is becoming increasingly fragmented and diversified. High smartphone penetration and one of the markets with the highest Facebook penetrations means that media consumption is at an all-time high- but audience attention is fragmented across multiple channels. Branded Content and Entertainment is one of the fastest growing and most creative segments of the advertising, marketing and entertainment industries and has been recognised as a separate discipline in Australia since 2012. There is increasing understanding of its importance in connecting brands directly with customers through traditional, digital, social and experiential channels.

Results

Challenge Despite a decade of winning global awards, seasonal discounting has decreased the perception of prestige associated to Piper-Heidsieck, and awareness and consideration was very low. Champagne itself had been relegated to a special occasion drink purchased by women over 40 and our challenge was introducing Piper-Heidsieck as an everyday luxury, to reduce the drinking age by 15 years while supporting a price increase of $15. Objectives • Change consumer attitudes to perceive Piper-Heidsieck as a French luxurious premium brand • Target a younger audience (25years and upwards) • Educate consumers on Piper- Heidsieck’s credentials, prestige and background Strategy • Align the Piper-Heidsieck brand with “champagne moments with friends” • Pursue ‘perfect partnerships’- local luxury providers who can bring to life the quality and advocate the credential of the brand • Influence key social influencers with an interest in discovering new opportunities with good food, friends and wine Execution 1. Influencer events: Six exclusively sponsored Secret Foodies events across Melbourne and Sydney, Official sponsor of Diner En Blanc – premium experiences with highly engaged communities of influencers - We created beautiful branded environments and created content of influencers enjoying unique #pipermoments - Piper-Heidsieck brand ambassador attendance at events to educate and excite consumers - Key media guests attend each of the events acting as key influencers via blogs, Facebook and Instagram 2. Promotional partner: Adriano Zumbo as our ‘perfect partner’ for both Valentines and Mother’s Day - He designed bespoke macarons and chocolates to tell the brand story, the process captured on a series of videos with Brand Ambassador Ned Goodwin. A gift with purchase promotion supported by POS instore. 3. Facebook was our main channel of communication that we used to inspire off location occasions - Three content pillars developed Heritage, French Inspiration and Fun with Friends - Instagram used as a competition platform to share #pipermoments - Pintrest used to provide inspiration for competition entries

A branded entertainment strategy was created to build awareness, engage and educate consumers around Piper-Heidsieck. Components included a partnership program, cross platform social media engagement, live events, content creation, consumer co-creation and community management. 1. Awareness: Create a Facebook community that allows us to facilitate social participation, amplify partnerships and propagate the Piper-Heidsieck brand story. 2. Consideration: Visual storytelling to inspire more occasions to drink Piper-Heidsieck. Imagery was used to build Piper-Heidsieck’s brand story, heritage, quality and credentials. 3. Trial: Rewarding fans with tickets to partnership events, and creating unique gift with purchase sales promotions, driving trial among new consumers.

- We have created a community of over 11,000 fans. Engaging 2,300 and reaching over 74,000 people every month with our activity. - 43% of our fans are 25-43 (the sweet spot for our brand) - In PR we generated over 6.3 million media impressions