Poppin’ bottles: Ranking champagne brands on Twitter
Whether you’re celebrating New Year’s Eve at the club or on the couch, chances are a bottle of champagne will be chilling nearby. And it’s possible the brand’s presence on social media was a key factor in your selection process (or maybe you just liked the look of the bottle’s label).
We plugged some of the champers key players into evalue analytics to see how they stacked up against each other in engagement, responsiveness, and impact. We also handed out an honourable mention to the bubbly brand deemed the snootiest, based on their lack of responsiveness with fans.
Here are five brands to consider as you prepare to pop champagne this New Year’s Eve.
Best evalue score: Krug
evalue score: 75.78
Krug seems to have recovered from a Burning Man music festival PR scandal in 2012 (Google it) that saw them denounced on social media. They may have lost the Burner crowd, but they’ve kept a solid and highly engaged fan base. They’re not only the most expensive brand on this list (a 750 mL bottle will burn a pretty hefty hole in your pocket), but the clear winner in our battle of the bubblies, boasting an evalue score of 75.78.
Highest impact/best engagement: Moet & Chandon
evalue score: 74.38
Moet & Chandon have been name-dropped by hip-hop heavyweights like Snoop Dogg, Nas, and Notorious B.I.G., and at one point signed on tennis champ Roger Federer as a sponsor. Thanks in part to these paid and unpaid brand ambassadors, the brand enjoys an impressive follower count and the highest reach of any brand on this list: any one of their tweets can be read by nearly 6 million users.
They also take the crown for best engagement, with an average of 48.26 mentions, 15.46 favourites, and 11.71 retweets per 1,000 followers.
Most popular: Veuve Clicquot
evalue score: 73.67
With a feed jam-packed with Pinterest-worthy images, prize giveaways, celebs, and bon mots, distinctively orange-labeled Veuve Clicquot is the most accessible brand on this list. So it’s not hard to see why they also command the largest following, at just shy of 44,000.
Most responsive: Pol Roger
evalue score: 49.10
Pol Roger was apparently the favourite champagne of Winston Churchill, and its community management team seem to be taking a page from the famous politician. They lead the conversation, tweeting more than any other brand on this list. They’re passionate, revelling in their brand mentions and retweeting them to their follower list. And they’re courageous, unafraid to speak to their fans, which can make a brand vulnerable, but also more human.
By far the chattiest brand on our list, Pol Roger demonstrates that high-end consumer products can be talkative on Twitter. Which brings us to…
evalue score: 28.68
A brand that is practically a household name thanks to the James Bond film franchise probably isn’t stressing their presence on social. Like the titular Bond, Bollinger is too cool to care what others think, which is likely why it couldn’t be bothered to compose tweets or respond to its 21,155 followers. Let’s hope the brand doesn’t care about engagement either, as its fans are apparently too busy quoting lines from Goldfinger to tweet at @BollingerUK.
Bottom line: Lack of trying from the brand combined with lack of activity from followers results in the lowest evalue score of all the champagne brands on our list.
Make 2015 the year your brand shines on social media. Start your 14-day trial of evalue analytics and start measuring your brand’s performance today.