Moët Hennessy Case Study
Targeted premium alcohol consumers across European markets with age-gated luxury brand campaigns, driving sales through responsible consumption messaging and heritage positioning.
Moët Hennessy, the luxury spirits and champagne division of LVMH, launched a comprehensive European market campaign to drive premium alcohol sales while maintaining strict regulatory compliance. With a $7.49M campaign budget over 180 days, the campaign targeted affluent adult consumers across major European markets seeking luxury alcohol experiences.
Campaign Overview and Strategy
The premium alcohol acquisition strategy included:
- Audience Targeting: Utilized General Subscribers for broad premium consumer reach, 1st Party Audiences to re-engage existing customers, and Lookalikes to find similar high-value prospects across nine European markets.
- Strategic Retargeting Campaigns: Deployed sequential messaging to nurture prospects through consideration phases, from initial brand awareness to premium product education to final purchase conversion for luxury spirits and champagne.
- Heritage-Focused Ad Creatives: Developed premium visual content showcasing centuries of craftsmanship, vineyard heritage, and luxury lifestyle positioning to justify premium price points and differentiate from competitor brands.
Results
- Total Sales: $58,400,000 in premium alcohol revenue across Europe
- Total Reach: 12.8 million qualified adult impressions
- Conversion Rate: 4.2% from impression to purchase completion
- Click-Through Rate: 5.1% across luxury alcohol campaigns
Why It Worked
- Comprehensive Audience Strategy: Combining General Subscribers for reach, 1st Party Audiences for retention, and Lookalikes for expansion created optimal targeting coverage while maintaining premium consumer focus and brand positioning.
- Sequential Retargeting Excellence: Strategic nurturing campaigns guided prospects from awareness through consideration to purchase, maximizing conversion rates while educating consumers about luxury heritage and premium product benefits.
- Premium Creative Positioning: Heritage-focused ad creatives emphasizing craftsmanship, exclusivity, and luxury lifestyle resonated with affluent consumers, driving 89% brand engagement rates and superior customer lifetime value.
Conclusion
Moët Hennessy's European luxury alcohol campaign demonstrates effective premium brand positioning with comprehensive audience targeting strategies across regulated markets. By combining broad reach, customer retention, and lookalike expansion through Blockchain-Ads targeting, Moët Hennessy achieved exceptional sales while maintaining compliance standards. This showcases how luxury alcohol brands successfully drive revenue through strategic audience targeting that balances reach, retention, and acquisition across international markets.
Success Stories
What success looks like
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