2. Millésima is a company
specialized in Grands Crus from
Bordeaux, Bourgogne, Alsace,
Vallée du Rhône and Champagn.
They have more than 2,5 million
bottles in stock to sell.
Since 2006, Millésima is present in the United
States with Millésima USA and since 2010, in
Hong Kong.
They use Social Media to better understand
what their customers or leads are expecting
from a brand like theirs.
They want to promote particularly acclaimed
wines but also introduce new products carefully
selected by their specialists.
The sharing of their experience is crucial
for their community strategy: they create a
genuine dialogue with wine lovers by providing
quality content and, in return, customers get
involved by sharing their knowledge and
opinions.
To expand their partnership with the «Union
des Grands Crus de Bordeaux», the idea of a
contest to promote the «Weekend des Grands
Crus 2013» in Bordeaux was legitimated.
Indeed, this type of animation is perfect to
federate loyal customers as well as new wine
enthusiasts around the event.
3. A specific audience
Millésima wanted to reach a very specific
audience: the lovers of great wines of
Bordeaux, a predominantly male target, older
than 35 years with high revenues. Usually
absent from social networks, this audience
represents 60% on Millésima Facebook page.
In addition, as the “Weekend des Grands Crus
2013” was taking place in Bordeaux, the desire
of the brand was to reach wine lovers in a 200
km radius around Bordeaux.
A specific audience
Millésima wanted to reach a very specific
audience: the lovers of great wines of
Bordeaux, a predominantly male target, older
than 35 years with high revenues. Usually
absent from social networks, this audience
represents 60% on Millésima Facebook page.
In addition, as the “Weekend des Grands Crus
2013” was taking place in Bordeaux, the desire
of the brand was to reach wine lovers in a 200
km radius around Bordeaux.
Goals
• Publicize the event “Weekend des Grands
Crus 2013”
• Develop awareness of the great wines
• Attract, reach and convert lovers of great
Bordeaux wines at the event
• Increase the fanbase of ultra targeted
leads and get optin email addresses of great
wines lovers
Goals
• Publicize the event “Weekend des
Grands Crus 2013”
• Develop awareness of the great wines
• Attract, reach and convert lovers of
great Bordeaux wines at the event
• Increase the fanbase of ultra targeted
leads and get optin email addresses of
great wines lovers
• Entertain fans with an interesting contest
that allows them to use their knowledge of
the great wines from Bordeaux
4. A campaign targeted
to Europe and the
USA
Millésima chose to use a quiz application
for their contest. This simple and efficient
gameplay allowed to test the knowledge of
the fans with questions about the wines from
Bordeaux.
This quiz has also played the role of a filter
on the desired audience thanks to very
specific questions that discouraged people
attracted only by the prizes.
To reach a maximum of wine lovers Millésima
launched the contest app on their Facebook
page and provided an embed contest widget
on their event site. The campaign took place
over a period of 3 weeks.
5. The prizes at stake were very
attractive: we had 6 gifts in. The most
notable was the first prize: 120 bottles
of Grands Crus de Bordeaux 2010
(worth 3,500€). This is a dream for
any fan of great wines to own this type
of wine. We also gave away coupons
from 100€ to 800€ redeemable on our
website.”
Lucas Przybyla
Social Media Marketing
Coordinator at Millésima
“
6. Advertising on Social
Medias
The two partner brands (Millésima and
UGCB) joined forces to promote this same
contest.
Millésima mainly used Twitter and Facebook
to publish sponsored content to reach a large
number of fans.
“ We bet on the sharing and virality of our
competition thanks to our exceptional prizes
and the importance of the UGCB event.
Specialized media and the promotion on
social networks have brought a significant
number of new fans attracted by the contest
and interested by the wines of Bordeaux”
said Lucas Przybyla.
In addition, many newsletters have supported
this media plan. Blogs and magazines
specialized in wines have also relayed the
campaign to the target audience.
7. Record results for
Millésima
• More than 8500 qualified new fans
• An record engagement rate superior
to 5%
• A reach rate multiplied by 25
• More than 2500 optin email addresses
Through this contest, wine lovers have
discovered the event “Weekend des Grands
Crus 2013” as well as the great wines sold by
UGCB and Millésima on their online stores.
The brand has enjoyed a strong
engagement of their community and a
quantitative and qualitative development
of the fanbase.
New fans will be able to benefit from the
expertise and quality content offered by
Millésima.
8. A word about Kontest
After searching many solutions to create effective contest
apps on social networks, we selected Kontest. The
platform is ergonomic and efficient, supported by a skilled
and friendly team. All the conditions were met to achieve
the best campaign matching our needs.”
Lucas Przybyla
Social Media Marketing Coordinator at Millésima
“
