LVMH-owned Champagne house Ruinart is educating consumers on the finer points of its rosé with a social media takeover for the wine. During the month of June, the brand is providing a crash course in rosé through a series of posts on its Instagram account. This closer look at the wine’s production and history may help Ruinart differentiate its rosé from competitors’.

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“Over the past few years, rosé has gained a lot of popularity among millennials and beyond,” said Hannah Kang, senior account supervisor at Edelman Portland.  “Think of all the rosé branded merchandise you can find these days from ‘Rosé All Day’ printed tote bags to iPhone cases and sweatshirts.

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“In looking at the millennial audience specifically, social media is one of the core ways they consume content, so understanding how and where they spend their time online is probably why Ruinart chose to launch its rosé via Instagram posts,” she said. “It’s a well-executed move on their part.

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Ruinart’s series began on June 1 with an abstract film in rosy hues set to an electronic soundtrack.Other videos tackle the “voluptuosity” of rosé, which is how the brand describes the wine’s silky texture.

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Ruinart’s choice to split up the content rather than creating one longer-form video or digital campaign makes its videos and text more easily consumable via mobile. Consumers can check back in for more information throughout the initiative, giving the brand consistent engagement on its Instagram account and other social media platforms.

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“The short form video content is easy to view on mobile, thus easy to digest,” Ms. Kang said. “It’s the type of content that’s mysterious and short enough that audiences will come back for more and will hope and expect to see this type of content on Ruinart’s Instagram channel moving forward.”

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