Moet Hennessey Connects with Multicultural Males
Moët Hennessy’s “What’s Your Wild Rabbit” campaign launched in 2012, but for the first time, in 2013 sought out a deeper connection with African-American and Hispanic millennial guys. The strategy: exclusive experiences for these consumers who are known for being early adopters. Part of this evolution of the program also included a refocus towards social media as Hennessy re-positioned its platform with Instagram as the primary outlet, and Twitter serving as secondary support.
Through both social media platforms, the brand promoted an overarching hashtag campaign, inviting consumers to become part of #TeamHennessy in their marketplaces. During nightlife activations at high-profile, modern and exclusive nightclubs, the brand encouraged consumers to showcase their “Wild Rabbit Chase,” messaging born from an above-the-line campaign, through posts to Instagram and Twitter. Hennessy also developed thematic sweepstakes where consumers entered using hashtags relevant to the campaign—#MyWildRabbitLyrics and #HennessyFilm—for the chance to win exclusive prizes.
One component of the three-part program involved Hennessy-owned events, where the brand collaborated with Brazilian artist Os Gemeos to release the third Hennessy Limited Edition bottle with a launch party in New York City. Consumers danced to dj Jazzy Jeff and mingled with Gemeos while engaging in a live stream Twitter-Instagram feed visible on a 16-foot by nine-foot wall using #hennessyxosgemenos, #wildrabbit and #hennessyxnas. Other components to the program included ultimate night activations at clubs where the brand sponsored activities like bottle parades and step-and-repeats, and in-store sampling.
The brand estimates that it earned nearly 30 million impressions via the assigned hashtags for the campaign. The brand also earned thousands of new followers—34,275 on Twitter and 37,650 on Instagram.