MEDIA BRIEF OBJECTIVES Digital The Primary media for

MEDIA BRIEF

OBJECTIVES Digital, The Primary media for our audience Increase brand awareness towards the upper millenials Create the Piper-Heidsieck community w/ a higher qualified fan base Increase desirability and interest Recruit new consumers

STRATEGY Our strategy is orchestrated around 4 axis : 1 -Brand Awareness Proritize visibility in selected media with high affinity w/ our target Favor frequency over impact in print 2 - Engagement : Recruit qualified fans 3 - Interest Generate trafic towards the Piper-Heidsieck website 4 - Conversion Use retargeting to capitalize on affinity

TARGETED AUDIENCE • • Non-gender specific Urban 30 -40 Yo AB+ Center of interests : Cinema / TV Series, Gastronomy, Wine Music festivals, Fashion (to be refined per country)

MATERIAL & FORMATS Print: • 5 key visuals • Usage priority : To be sent in January Web: • Videos (tbc) • Gif (animated pictures) • Banners

FORMATS Our beliefs • Videos to increase awareness and engagement. • Page Like to recruit fans and collect data • Page Posts (sponsored links) to generate traffic and conversion on our webiste • Retargeting Page post to concentrate our efforts towards prospects who have been interacting with the brand. • OOH to only be used to create impact

MEDIA SELECTION Our beliefs • Go beyond fans acquisition and prioritize building the awareness • Strong use of digital will help efficiency. Focus on Key cities and the right audience • Concentrate on Key selling periods (2 bursts max) • Facebook is very effective today if used through engaging formats • Activate campaigns based on clear KPI’s • Create media partnerships in the long run • Try to outpace key competitors for maximum efficency : Lanson, Pommery and Mumm are the brands to watch

BUDGET SPLIT 15 -25% of your A&P budget should be dedicated to media With the media budget, priorities are as follows : • Digital : 70% • Print/OOH : 30% Recommendations for digital media split : • Social Ads : 80% • Display : 20% Seasonality : • 1 st semester : 25% of media budget • 2 nd semester : 75% of media budget

SEA • SEA increases visibility and qualified traffic • Complementary to SEO strategy • Google space dedicated to SEO has dramatically increased • SEA to be the most performing digital tool (social 2 nd and display 3 rd) • SEA will be interesting to use around Seduction at a later stage, focus on social and print first. • SEA campaigns will be first tested in Belux or France

OBJECTIVES KPI’s : To be defined 2016 2017 70 K 200 K 6 K 30 K 14 K 40 K NEXT STEPS Oct – Dec 2016 : • Market Brand Plan Review • Digital advertising Recommendation