SOMMELIER RELATIONSHIPS FOR LONG-TERM ENGAGEMENT
TARGETED SOMMELIER RELATIONSHIPS FOR LONG-TERM ENGAGEMENT
OVERVIEW:
Connor spearheaded a dynamic series of influencer marketing campaigns to support awareness for Maisons & Domaines Henriot America (MDHA)’s luxury, terrior-forward wine brands. Connor developed and tailored two distinct influencer selection and promotional strategies for MDHA’s William Fèvre and Champagne Henriot.
Stage one tactics focused on gifting premium bottles to sommeliers and lifestyle tastemakers to begin fostering relationships and identify which brand aligned most naturally with each influencer. A select group of content creators were invited to participate in William Fèvre's #GiveASip Earth Day campaign and attend exclusive, invite-only events to celebrate Bastille Day, National Oyster Day wine pairings, and the limited release of 2016 Henriot L’Inattendue.
RESULTS:
Connor’s strategy and thoughtful approach to influencer relations built significant sommelier relationships that MDHA fostered to promote their diverse and extensive wine portfolios in the long-term. Year-end results reached 300K+ impressions among a highly targeted audience of luxury-forward wine enthusiasts, above-average engagement rates, and an estimated media value over 2x the campaign’s influencer ad spend.
