Campaign Spotlight: How G.H. Mumm Celebrated Formula E With Key Social Media Influencers
11.08.2017 Trends & Strategy
On July 15 and 16, the Formula E, the auto-racing series that uses only electric cars, made its first official visit to Brooklyn for the inaugural Qualcomm New York City ePrix. G.H. Mumm, the official champagne partner of Formula E, celebrated this Electric Street Racing Series alongside key social media influencers selected by Pulse. From leisurely outdoor lounges to amazing interactive holograms of Usain Bolt, the famous champagne brand was able to showcase its challenge-seeking and victory driven personality.
For this occasion, an influencer marketing strategy was the perfect way to expose the brand’s personality and generate engagement on all G.H. Mumm social media channels by collaborating with strategic and brand-aligned influencers.
For its #DareWinCelebrate campaign, G.H. Mumm partnered up with Pulse Advertising to collaborate with Jessica Wang, Adam Bartoshesky and Chris John Millington, three powerful Instagram influencers who perfectly embody the values of Mumm champagne in their own lives. These influencers had the opportunity to experience the Formula E race as well as attend several parties and festivities, all while posting engaging content that reflected each influencer’s personal formula for victory in life; this enabled their followers to get a glimpse into the ambitious and celebratory world of Mumm champagne.
"My collaboration with Mumm was amazing on both a business level and fun level,” said Pulse influencer Adam Bartoshesky. “Working with a top tier client is always great, but Mumm truly went above and beyond, and made the whole experience incredible. The events they hosted were poppin' and attending the Formula E Grand Prix race on the water in Brooklyn with them was an unreal opportunity."
Every post embodied the true character of each influencer, allowing them to share the emotions of what daring, winning, and celebrating meant to them individually.
By partnering with these selected protagonists, G.H. Mumm was able to achieve impressive campaign reach and results that had an influence on its target audience beyond Instagram. The campaign received more than 150,000 interactions and an overall engagement rate of 3.63%. The total combined reach of the campaign was 1.3 million and more than 4.2 million impressions. With equal importance, audience feedback has continued to be extremely positive: numerous comments underlined excitement for the brand and a deeper incentive to celebrate achievements with Mumm champagne.
The #DareWinCelebrate campaign reached a large audience and stirred up high levels of engagement, allowing G.H. Mumm champagne to gain more recognition for its brand and bolster awareness of its product thanks to the help of carefully aligned fashion and lifestyle influencers.