Brut Imperial Non Vintage Champagne-3
Submitted by TRIBEAgency IPI Score 32/100

Moët & Chandon Brut Imperial Spontaneity Creator Posts

Influencer Marketing

TRIBE briefed creators to post Moët & Chandon Brut Imperial in luxury millennial and everyday settings, and the agency reports 26K likes and comments from 25 creator posts.

1.89%Engagement Rate
$0.21Average CPE
1.4MCombined Followers

Case in 60 seconds

Moët & Chandon wanted its Brut Imperial Non Vintage Champagne seen in a luxury millennial setting or in everyday life, which asked creators to make a premium bottle feel spontaneous rather than ceremonial.

The campaign turns on occasion rather than product, because the brief tied Moët to weekends and celebrations creators already post about, so the bottle entered moments their followers were used to seeing.

The organizing thesis was spontaneity, with creators asked to submit posts celebrating spontaneity with Moët and to carry the enthusiasm and boldness the brand claims rather than describe the champagne itself.

TRIBE briefed creators to show Moët & Chandon Imperial in shot within a luxury millennial setting or their own day-to-day life, and the agency reports 25 creator posts from a roster with combined followers of 1,375,148.

TRIBE reports 26,031 likes and comments across the 25 creator posts, a 1.89% engagement rate and an average CPE of $0.21, while the page also reproduces positive audience comments under a sentiment heading.

Strategy Breakdown

The brief points the work at a luxury millennial setting, so the intended audience is millennials following creators who could stage Moët within that setting or their own day-to-day life.
Champagne is usually kept for formal occasions, so the brief asked creators to place Moët in their interesting day-to-day life rather than at a reserved event, which widens when the bottle feels appropriate.
The page frames Moët as the companion to spontaneity, with creators asked to embody the enthusiasm, spontaneity and boldness of the brand while keeping the Imperial bottle in the shot.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate1.89%
Average CPE$0.21
Creator Posts25 creator posts
Combined Followers1.4M followers

Why TRIBE's strategy worked

  1. 1

    A brief built on brand traits and settings rather than product claims gives creators room to place a luxury product in their own routines, so the content is their post rather than an advertisement.

  2. 2

    Reporting an average cost per engagement alongside an engagement rate lets a brand judge creator content on what each interaction cost, which matters more than roster size when the combined following is only potential reach.

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