Hi dear readers! We are now five days before Christmas and everybody is happy because they are going on holiday, they are going to see their families, friends, they are going to have fun, they are going to eat well and they are going to drink A LOT of CHAMPAGNE! I’m specially happy these days, cause I leave the big city and I spend two weeks in my precious-glamorous town, Marbella, with my people <3.
Some people prefer snowy and cosy holiday skiing in the mountains, others prefer to go to idyllic islands and spend the time tanning in the amazing beaches of the Caribbean sea, but for all of them is important to make some toasts for the coming year with some…champagne and today’s post goes to the world known champagne Domain Chandon, and their last action in collaboration with the lifestyle blogger Taylor Sterling.
First of all, I’d like to clear that LVMH owned Domain Chandon became the first French-holded sparkling wine venture in the United States. The expansion to the United States did not begin until 1968 when Moët & Chandon started searching for the world’s next great sparkling wine region, and the found it at Napa Valley, where they settled Domain Chandon.
Going back to the point… The brand wanted to make something that could empower the launch of their Christmas limited edition bottles, and they chose the founder of the famous lifestyle blog The Glitter Guide for their campaign “Pour of the fun”. This campaign consists in a collection of video capsules, that display in Elle’s mobile magazine, and where Taylor Sterling provides tips regarding the use of Chandon.
The mobile ad appears across the screen on Elle.com on mobile devices, and different readers can see different videos from the campaign. The videos do not click-through to anything, but on Chandon’s Tumblr page, consumers can learn more about the campaign and see images and the videos with Taylor Sterling.
Chandon is not the only luxury brand using famous bloggers in their communication strategies. For example, L’oreal and the Beauty Guru Michelle Phan, with whom they launched a cosmetics line designed by her. The use of top bloggers, much like other social media influencers, gives confidence to the consumer, they will trust more on the message, cause is like a friend is whispering them in the ear about that product. But, is not always easy to use this type of action: In my opinion, the level of harmony between the influencer and the brand has to be almost 100%, because this blogger will represent out loud the brand and any little mistake can be devastating.
Do you think Taylor Sterling is a good ambassador of Chandon? Have a look to the videos and to the article she wrote on her blog about the brand, and get some tips for this Christmas dinners!