One word: solar. Only one color: yellow. And, not just any yellow, that of the rising sun. That of people who get up early,that of Madame Clicquot and, her optimism anchored to the body. A young woman who was widowed at the age of 27 with a 3-year-old daughter. A situation that was his greatest misfortune but also the chance of his life“, ignites Carole Bildé. Director of marketing and communication for the brand, owned by LVMH, she is full of praise for the founding example of Barbe-Nicole Clicquot-Veuve Ponsardin.
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historical personality. Not only for her strength of character, her ability to take the reins of the champagne house in 1805 on the death of her husband – a first for a woman – but for having initiated, among other things, the riddling table and, “a succession of inventions that have revolutionized champagnerecalls Carole Bildé. This energy, this ability to move the lines is the guiding thread of our brand platform. Whether we’re talking about social networks, advertising campaigns, customer experience, consumption in bars, restaurants, hotels… our message is consistent: solarity. We are a day champagne“. And, anywhere on the planet, be it Tokyo, New York or Paris, the rising sun is reserved for those to whom the world belongs. “This is what carries us. Particularly in terms of gastronomy, a pillar of our content on social networks thanks to our collective The New makers, an international meeting of culinary talents embodied by personalities who do not fit into boxes and take a new look at cooking. Thus Jean Imbert, Mory Sacko, Sabrina Goldin, Eyal Shani, etc. In their own way, a contemporary reincarnation of Madame Clicquot. No rules, no dogmas“.
Raised to first place in the Le Figaro Magazine ranking for Twitter and LinkedIn, Veuve Clicquot also applies this “solar” message to other digital media. Instagram, Facebook, Pinterest, but also Line, a must in Japan. “We try to adapt each piece of content to match what the follower is looking for on the specific platform they are viewing. “Proof” of the good health and desirability of the brandTwitter, which is not yet at the heart of Veuve Clicquot’s reactor, nevertheless also benefits from this “popularity, particularly in the United States, where Twitter is widely used and generates natural activity through fans who tag as soon as there is information. As for LinkedIn, which is more institutional, the vector is very important in several respects. Sharing of internal initiatives, commercial or CSR news from the house. But also highlighting daring women and the brand’s commitment to them thanks to the Bold Woman Award, which celebrates its 50th anniversary in 2022.LinkedIn is essential for developing desirability. And, essential to convey our employer-brand image to juniors or seniors. We spot or are contacted by new talents, partners, people who want to set up collaborations with us. We are very active internationally. In terms of business, LinkedIn is very strong. Especially lately by the quality of the content posted there and their frequency.“. Precisely the frequency. How often should you show up? “Ah, it’s all about desire, philosopher Carole Bildé. In theory, it should be rare. In reality, if we do not post publications several times a week on Instagram in particular, we disappear from the radar of the algorithm“. A time-consuming sequencing, but facilitated by an editorial committee managed internally by the Veuve Clicquot digital team. Each month, a group of wise men meets. He understands “a product referent, one for oenology, one for sales» and makes it possible to update the calendar for the next three months according to the programs defined over the longer term. A way of doing and amagnifying effect» which allows to gain in reactivity. Specifically on Instagram where formats are becoming more and more interactive and require designing widgets to ask questions in stories or generate a comment. And, possibly, being redirected to an online store, another virtue of social networks. And not least. Since it includes all the CRM (Customer Relationship Management) part. That is, live management and the ability of a business to interact with its customers.
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» Our 2022 list of the most influential champagne houses on social networks
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» Our list of the most influential champagne brands on Instagram
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Champagnes Veuve Cliquot: a digital strategy without rules or dogma
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