Case Study: Largest Luxury Group achieves product innovation through US Champagne consumer insights with Linkfluence

Pushing Product Innovation Thanks To Consumer Analysis

A global luxury group’s Head of CMI commissioned a pilot study to map online conversation about Champagne in the U.S. and uncover how consumers use the product, so marketing, CMI, product and R&D teams could adapt communications and drive product innovation across multiple brands.

A year‑long social listening study captured ~40,000 posts from Instagram, Facebook and blogs and delivered strategic analysis. Key findings: Instagram is the priority channel; four Champagne consumer personas; seven home‑party types; top 15 consumption occasions and brands; ten commonly associated ingredients; and 1,500 high‑reach image posts (85% of the corpus contained images). The insights produced a core persona for U.S. campaigns, informed a dynamic Instagram engagement strategy, and led to plans for further studies and procurement of a web‑listening tool.