Our team was tasked with reviving a heritage brand during one of the most important cultural tentpole events of the year. Moët champagne had renewed its Academy Awards contract but they needed to renew their PR strategy as well. The excitement for the brand at the event had waned and a lot of missed opportunities resulted from a lack of PR strategy.
In order to maximize the partnership and create the most amount of ROI, our team focused on earned media opportunities that wouldn’t add to the overall budget but that would create impactful headlines and culturally relevant moments. We devised a PR roadmap and seeding strategy that started way before the Academy Awards. Our suggested tactics laid the foundation for the big night while creating press and social media mentions that drummed up excitement for the heritage brand at the largest red carpet of the year.
As a result of our efforts, the brand received 230 million impressions even before the red carpet. We also secured stories on national outlets like The New York Times leading up to the awards. During the event, our team strategically placed photographers that organically captured talent sipping on the champagne. These images were serviced and created headlines and Moët & Chandon mentions to the tune of 14,639,000 impressions.
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