Moët & Chandon makes its ad stand out among audiences watching YouTube on TV
Posted: Sat Jan 18, 2025 9:33 am
For centuries, wine brand Moët & Chandon has been known for its prestigious, high-end champagnes. However, in recent times the company has sought to increase the appeal of its brand by broadening its audience. For the marketing team, this meant rejuvenating the content, applying a modern twist. Inspired by the popular YouTube tutorial trend, they created The Perfect Serve , a series of tutorials to make Champagne culture appealing to a new generation.
This series included long-form videos, alongside shorter ones . Drawing on YouTube’s creative best practices , Moët & Chandon designed its shorter videos to function as attention-grabbing in-stream ads that would draw viewers into its “The Perfect Serve” YouTube playlist.
With the creative assets in place, the team looked at screens. Since it was important to reach viewers in different environments, they made the bold decision to run 2 different campaigns: one specifically targeting viewers streaming YouTube on their big-screen TVs, india phone number material and one focused on all other devices.
While both campaigns used the same creative assets, the CTV campaign helped Moët & Chandon pair its engaging tutorials with a screen designed to be immersive, and it proved effective. According to a recent study by Google and Latitude , viewers agree that YouTube CTV ads are more relevant (59%), unique (55%), informative (52%) and enjoyable (51%) than ads on linear TV or other streaming apps.
Both campaigns delivered exceptional results, but the CTV campaign was the most successful among viewers. Compared to the campaign targeting other devices, it achieved more than double the ad recall, proving that brands can use CTV to reinforce their media strategies and connect with passionate audiences.
“The emergence of CTV on YouTube shows us that message and format are intrinsically linked,” says Karen Valesella, Digital Marketing and Communications Director at Moët & Chandon. “Whether it is very short or very long formats, YouTube offers us a wide range of possibilities to meet all our needs.” In light of its impressive results, Moët & Chandon incorporated CTV into its brand strategy.
Nissan opted for a 4-hour lo-fi video to promote its electric vehicle, while Les Mills managed to increase subscriptions with short-form fitness content. Moët & Chandon, meanwhile, experimented with different formats to increase its brand appeal, ultimately hitting the mark with its CTV campaign.
These campaigns demonstrate how multi-format video on YouTube can help brands tell their stories and reach the world's largest audience of video viewers at the right time, in the right way and in the right place.
This series included long-form videos, alongside shorter ones . Drawing on YouTube’s creative best practices , Moët & Chandon designed its shorter videos to function as attention-grabbing in-stream ads that would draw viewers into its “The Perfect Serve” YouTube playlist.
With the creative assets in place, the team looked at screens. Since it was important to reach viewers in different environments, they made the bold decision to run 2 different campaigns: one specifically targeting viewers streaming YouTube on their big-screen TVs, india phone number material and one focused on all other devices.
While both campaigns used the same creative assets, the CTV campaign helped Moët & Chandon pair its engaging tutorials with a screen designed to be immersive, and it proved effective. According to a recent study by Google and Latitude , viewers agree that YouTube CTV ads are more relevant (59%), unique (55%), informative (52%) and enjoyable (51%) than ads on linear TV or other streaming apps.
Both campaigns delivered exceptional results, but the CTV campaign was the most successful among viewers. Compared to the campaign targeting other devices, it achieved more than double the ad recall, proving that brands can use CTV to reinforce their media strategies and connect with passionate audiences.
“The emergence of CTV on YouTube shows us that message and format are intrinsically linked,” says Karen Valesella, Digital Marketing and Communications Director at Moët & Chandon. “Whether it is very short or very long formats, YouTube offers us a wide range of possibilities to meet all our needs.” In light of its impressive results, Moët & Chandon incorporated CTV into its brand strategy.
Nissan opted for a 4-hour lo-fi video to promote its electric vehicle, while Les Mills managed to increase subscriptions with short-form fitness content. Moët & Chandon, meanwhile, experimented with different formats to increase its brand appeal, ultimately hitting the mark with its CTV campaign.
These campaigns demonstrate how multi-format video on YouTube can help brands tell their stories and reach the world's largest audience of video viewers at the right time, in the right way and in the right place.