Making a Splash in Hollywood
PIPER-HEIDSIECK is the exclusive champagne of the Oscars® and was once the beverage of choice for the Hollywood set, including pop icon Marilyn Monroe. Over time, however, this classic brand has lost its direct connections with the consumers, lacking both customer awareness as well as anchorage in cinema. Becoming the official champagne of the the Oscars was the perfect way for Piper to realign itself with Hollywood cool – and build buzz among American customers through an engaging social media campaign.
To reconnect PIPER-HEIDSIECK with its cinematic heritage and younger audience, we leveraged high-quality creative content, proactively engaged with fans & influencers, and utilized an effective paid media strategy, gaining thousands of fans and dominating the champagne conversation throughout Oscars season.