YEAR 1 BRAND EXCITEMENT Earned media strategy including consumer and wine media KPIs Owned media strategy including events, sponsorship leverage plus establish Australian Facebook page, Instagram, Twitter Bought media strategy including ATL, sponsored blog posts Physical influencer engagement strategy at hero events Amplify ideas across on and off-premise
YEAR 2 CONSUMER PREFERENCE AND FREQUENCY Earned media strategy including consumer and wine media - increase impact and influence by 10% Owned media strategy includes the above plus new social media platforms and mobile. Create branded content that increases fan and follower acquisition Physical influencer engagement strategy extended to include identification and content seeding to online influencers to extend campaign reach Fully integrated and measurable PR and on/off-premise promotional plan
YEAR 3 CONSOLIDATION AND EXTENSION Earned media strategy including consumer and wine media– increase impact and influence by a further 10% plus add to other key measures Moët et Chandon Facebook acknowledged as one of the top 10 lifestyle brand pages in Australia. Increase fan and follower acquisition Increase physical and online influencer engagement strategy to extend campaign reach Fully integrated and measurable PR and on/off-premise promotional plan
© STELLAR* CONCEPTS 2013