Case Study: Moët & Chandon
Holiday Campaign, Germany
From Pandemic Disruption To 6.93% Average Engagement
The Challenge
Moët & Chandon had a single Christmas Wonderland activation planned for the German market in December 2021. Covid restrictions forced a restructure partway through planning, and the brand needed two working formats instead of one, on the same budget and the same three-week window.
Key Obstacles:
One activation had to become two: an in-person event in Hamburg and a separate unboxing campaign in Munich, with no extra budget or time to plan them as two campaigns from scratch.
A higher cost of getting it wrong than a mass-market campaign carries. An off-brand roster or content choice does more damage to a luxury name.
Two different audiences and content styles needed to perform under one consistent brand standard.
Want a campaign that holds up when the plan changes mid-flight?
Our Strategic Approach
The roster was built to flex into either format rather than tying performance to a single content style or a small number of big names.
Strategic Framework:
Format-Specific Split: An in-person Christmas Wonderland activation in Hamburg, paired with an end-of-year unboxing campaign in Munich, run on the same total budget.
Tier-Mixed Roster: Ten creators across macro, micro, and nano tiers in lifestyle, fashion, and luxury, built to carry two different formats at once.
Format Discipline: Standalone Instagram Stories prioritized over content embedded in larger blocks, based on what had already shown to outperform in this format.
Considered, Not Improvised: Creators briefed on pronunciation and on filming vertically with the logo visible, details that read as polish in a luxury campaign.
Campaign Execution
Duration: 3 weeks (December 1–23, 2021)
Scale: 10 creators across Hamburg and Munich
Content Focus: Event-style storytelling for the Hamburg activation, product-led unboxing content for Munich, both held to the same luxury brand standard despite the late split in format.
Outstanding Results
Quantitative Performance:
6.93% average engagement rate, more than double the 1–3% benchmark for paid Instagram Stories campaigns.
17.25% peak engagement rate, on a single creator's event-night story.
5,265,000 potential reach and 2,163,197 impressions across both cities.
€107,297.50 earned media value against a €36,840.50 influencer content budget, close to 2.9 times the spend back.
~20,000 new followers gained on @moetchandon over the three-week campaign.
€0.02 overall CPM.
Qualitative Achievements:
Format Resilience: Performance held across both cities despite a late, pandemic-forced restructuring from one campaign into two.
Roster Efficiency: Creators in the 30,000-to-75,000-follower range delivered engagement on par with or above the larger accounts, validating the tier-mixed approach.
Key Success Factors
Tier-Mixed Creator Strategy
Spreading the budget across macro, micro, and nano creators, rather than concentrating it, meant the roster could flex into two different formats without losing performance in either one.
Built-In Lead Time
The team kept lead times generous enough for the roster to over-deliver (96 frames against 45 planned) despite the compressed restructuring window, rather than rushing content out to meet the new timeline.
This campaign shows what a tier-mixed creator roster can absorb when a brief changes mid-flight. A pandemic-forced split into two cities and two formats, on the same budget and timeline, still landed an engagement rate more than double the paid Instagram Stories benchmark.