Veuve Clicquot has chosen IAKI to develop its Facebook marketing activities in Italy, strengthening the brand’s positioning. Franco Lualdi, general manager of IAKI, tells us how the project is evolving.
What does organising a Facebook marketing campaign for Veuve Clicquot entail?
It entails developing a strategic presence on Facebook for an international brand, and a leader in the Italian market, which in our country enjoys a strong and well-defined position. In Italy, the brand is considered a prestigious, elegant and sophisticated product, just like the sense that it conjures up. The Facebook marketing project, therefore, started out with a sound positioning, which we decided to develop from an aspirational point of view. Veuve Clicquot has become the champagne associated with joie de vivre: more than a drink, it is a way of life.
What were the objectives?
Mainly two: to organise a strategic presence on social channels, starting with Facebook, and strengthen the Italian positioning of the brand based on the company’s international guidelines. The Veuve Clicquot Facebook page perfectly embodies the brand values, demonstrating consistency with the brand identity and at the same time enhancing the social element of the Veuve Clicquot Yellow Experience.
What is the Veuve Clicquot Yellow Experience?
Joie de vivre, enjoyment of life! The Veuve Clicquot experience is a way of life that makes any event special, celebrating successes and happy moments, even just an evening spent at home, in the company of friends. This is why a bottle of Veuve Clicquot champagne is also a great gift: it is a symbol of joy and celebration, a message of good humour that reaches its peak when shared.
Why is this product suitable for a Facebook marketing strategy?
Champagne has always been synonymous with relationships and sharing, which are also the cornerstones of Facebook. Creating a community marketing strategy for a product that is consumed along with other people was almost a natural process. Consumers of Veuve Clicquot have a passion for good wine, and wish to share the best moments of their life with the best champagne. Moreover, the sense of community is greatly strengthened by the presence of local events that Veuve Clicquot organises to involve its fans.