Every June, influential fashion people cross the tunnel into (gasp!) New Jersey
to go watch a polo match for a chic daytime summer fête put on by legendary champagne maker Veuve Clicquot.
Now in its ninth year, the Polo Classic as a branding strategy is more measurable than ever thanks to a little thing called Instagram and social media.
Naturally, we did some measuring.
Styling, sipping, schmoozing and stomping. The Polo Classc mot d'ordre.
What happens when you gather pretty, well-dressed influential folks together in a magical New York City setting and feed them preposterous amounts of champagne? A serious influx of high-quality branded Instagram content, that's what!
The Veuve Clicquot Polo Classic has become more inclusive than ever, which we can thank Instagram for. When Veuve started it nine years ago, the affair didn't get nearly a fraction of the exposure that it does now. Smart phones were not ubiquitous, Facebook was just entering the mainstream and folks were not in the habit of sharing their every life moment with the public. Influencers were actual celebrities, not regular peeps that rose to stardom through mobile screens. In fact, the attendees probably went there to watch the actual polo match. I hate to be the one to break it to ya'll, but that is not the case today. At all.
While Veuve Clicquot was and still is synonymous with exclusivity, prestige and refinement, it has embraced the use of social media to spread that very message, unlike the majority of brands in the luxury sector. Seeing a heritage company like Veuve getting with the times and making strategic use of social media to heighten their brand experience is an utter delight.
Let's get to it.
The sport of polo's elite factor paired with the evocative Veuve Clicquot brand makes for the ideal affair to publicize on Instagram: it's exclusive inclusivity at its finest. Picture the scene: important individuals dressed in super sharp getups (à la this), influencers galore, celebs and models, endless flowing bubbly... The photo ops were as limitless as the setting was hyper conducive to documentation and shareability.
Doubtful that @damselindior attends for the sport of polo. Just sayin'.
The annual event also does seem to increase in size year after year, likely due to its social media hype. Inviting high quality, greatly influential content creators to document the event on their channels seems to have given it the buzz and boost it needed to reach next level proportions, simultaneously perpetuating the Veuve Clicquot image and lifestyle while rendering it more relevant than ever.
Case in point:
The Veuve Clicquot account gained over 3K followers over the course of the weekend's event. Check out that spike!
Secret's out: Instagram accounts see steep jumps in followers by getting in front of different audiences. Being tagged or @ mentioned in all of the influential attendees' posts gave the Veuve Clicquot account over 20 million impressions over the course of the weekend.
Veuve Clicquot also observed a major spike in their own engagement over the course of the Polo Classic weekend. That is way more likes than usual.
As for the #VCPoloClassic hashtag, it got 30+ million impressions over the course of the weekend.
Where there are Instagrammers, there are geo-tag impressions! The event took place at Liberty State Park in New Jersey, which was the main location to tag - it received over 20 million impressions. However, there were other geo-tag options that guests were also using, which brought an additional combined 20 million impressions.
While the real star of the show was Veuve Clicquot (and maybe Nacho), stealing the spotlight and everyone else's thunder was blogger power house Sincerely Jules. The most influential posts of the weekend came from her: highest reach and the most liked photos on both Saturday and Sunday. Yup. Doozy.
We keep proving time and time again that well-orchestrated influencer campaigns can really do wonders for brands on Instagram. While this wasn't one per say, it still legitimizes the fact that rallying a lot of influential people in one setting can really strengthen an Instagram marketing strategy.
But, real talk for a sec: the true moral of the story is that we should all sip champagne when we're thirsty.
Are you tired of not being able to track the results of your influencer campaigns? Time to get in touch with us.