For the longest time, Moët couldn’t run performance campaign on digital due to the market regulations on the category and the current available channels. Thus, their opportunities to generate footfall on or off-trade, find addressable high intent audiences and acquire first-party data were limited. Moreover, the existing channels had no relatable way to track sales or ROAS.

Moët Hennessy was looking for innovative strategies to drive measurable performance in a way that generate brand discovery and desirability. Their attention was set on media accountability and accurate monitoring of sales and brand performance from their digital initiatives.

Partner with the leading restaurant booking app to initiate moments of discovery for our brand.

Our breakthrough idea involved leveraging the Moët & Chandon exclusive packages sold at partnering restaurants and promote it via a renowned restaurant reservation app.

By integrating online tracking for Moët Hennessy on Catchtable App, Korea's premier restaurant reservation platform, we were able to optimize campaign performance, track sales with precision and generate future addressable audiences.

This first-ever activation in Korea marked Moët & Chandon's inaugural full-funnel campaign, introducing a novel approach to performance marketing, particularly impactful during the year-end holiday season.

In addition, we wanted to understand how, beyond sales, the campaign impacted Moët & Chandon brand by measuring Ad Recall, Top-of-Mind Awareness, and Purchase Intent.

Data gathering

The strong and trustful partnership between Moët Hennessy and Catchtable allowed for advanced integration, enabling the capture of leads and purchasers on the app and in restaurants.

Target audience

21-45, Male and Female

Retargeting: Website visitors, Website visitors lookalike, Facebook Engager, Instagram Engager, Facebook Page Liker or Follower, Instagram Follower

Interests: Champagne, Cocktail, Gourmet Foods, Luxury Resorts, FineDiningLovers

Relevance to platform:

Facebook and InstagrGlobal Media study by Ipsos found that Meta technologies drives 2.4x more visits* to physical stores vs. other platforms in Korea.

Approach

Previous learnings for Moët Hennessy in APAC showed the synergy between performance marketing and Brand building on Meta platforms. With a strong focus on building desirability for Moët & Chandon for every time the brand is seen, we wanted to capture the sales AND the brand impact.

Implementation

First-ever Alcohol campaign in Korea activating Pixel on a restaurant booking app by data driven collaboration. Moët & Chandon promoted exclusive packages on Facebook and Instagram sold at partnering restaurants via Korea’s leading restaurant reservation app, Catchtable.

For the month of December, the campaign ran topical campaign relevant to the most relevant type of consumption: Festive dinner, Free-flow, by-the-glass and Christmas/NYE dinners.

Timeline

2023.Dec.1~2023.Dec.31

Placement

Facebook & Instagram Platform

Facebbook feed, Instagram feed, Instagram Stories, Instagram Reels

Scale

The campaign reached 3.5M Koreans with 28M impressions and generated 7,710 reservations.

Reach

3.5M Reach / 28M impressions

Engagement73,017 Website Visits / 79,417 Post Reactions

Sales

7,710 in-App reservations / 3.07 ROAS

Brand Lift

People surveyed after exposure expressed a 19.9pts lift in Ad recall, a 5.3pts lift in Top-of-Mind Awareness and a 5.1pts lift in Purchase Intent vs non-exposed respondents.

Average Brand Lift APAC: Ad recall 3.3pts, Top-of-Mind Awareness 0.8pts, Purchase Intent 0.5pts

Achievement against business targets

+ 2193% growth in sales vs. 2022 / +252% vs target