Social
Player in the premium wine and spirits sector
E-reputation and social media analysis to harmonize a communication strategy
Our client is a historic and committed Maison, part of a globally renowned group. They bring together winegrowers from different regions around the world, allowing them to offer consumers a wide range of premium sparkling wines and ready-to-drink cocktails.
The challenge
The Maison is present in numerous markets without a unified and homogeneous communication strategy. This decentralized communication lacks coherence and strong storytelling. As part of a major overhaul of its communication, the Maison seeks to obtain a global view of its online perception, with particular attention to discussions and the composition of its various audiences. At the same time, an in-depth analysis of their social media ecosystem is requested to identify the editorial strategy, content, and tone of voice adopted by each market.
The project and its results
To help the Maison better understand its audiences and brand perception, we first conducted an in-depth audit of their e-reputation across seven priority markets, as well as four competitors. Thousands of mentions and verbatims were monitored and analyzed to create a precise and comprehensive portrait of their audiences.
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This analysis also allowed us to define the Maison's perception and visibility, providing market insights to identify the most popular products by market, their perception and consideration, and consumption habits and triggers. The competitive audit enabled us to compare the Maison's KPIs with those of competitors, highlighting differences in perception and share of voice.
In parallel, we conducted an audit of their social media ecosystem, focusing on seven priority markets and five competitors. The objective was to analyze the editorial strategy and content implemented by the teams in different markets, to identify gaps between global directives and their actual implementation. The competitive audit helped identify best practices.
This substantial analysis provided a snapshot of the Maison's perception over a given period, allowing us to identify potential gaps and adjust the global strategy by translating our key learnings into an actionable plan.