As the consumption of champagne continues to rise year by year, Moët & Chandon, our client, aims to further increase its market share in the sparkling wine sector. To achieve this, they entrusted PowerCX with conducting consumer co-creation concept testing to explore and optimize their gift packaging design.
PowerCX developed a comprehensive research methodology tailored to Moët & Chandon’s needs, dividing the process into three stages, each with an appropriate research approach. We utilized a combination of online discussion groups, workshops, and e-commerce simulation online surveys to engage with targeted consumers.
Moët & Chandon's target audience consists of high-income consumers, luxury enthusiasts, and socially active individuals who value quality of life and brand culture, often enjoying the opportunity to showcase their social status and taste.
PowerCX engaged with consumers interested in luxury goods, social etiquette, and premium lifestyles through social media platforms. On Xiaohongshu(RED), PowerCX monitored high-engagement content related to keywords such as "champagne gifts," "luxury party drink lists," and "unboxing luxury products" to identify active users, then invited them to participate in research via direct messaging. On Weibo, PowerCX leveraged trending topics to create "gifting related competitive-style discussions," encouraging organic participation and viral sharing. By analyzing user engagement and repost behavior, PowerCX identified individuals aligned with the brand's tone and values.
Within the Douyin(TIKTOK) and WeChat ecosystems, PowerCX combined interest-based user tags with a high-consumption index model and employed precise ad targeting to deliver interactive surveys and branded content. These efforts attracted genuine user participation. Throughout the interaction process, PowerCX built multidimensional user profiles to ensure the data collected was authentic, interest-driven, and reflected strong consumer potential.
Through this “interest-driven + AI-powered targeting + cross-platform integration” approach, PowerCX successfully helped Moët & Chandon pinpoint core consumers who resonate with the brand in social occasions—providing a solid data foundation for packaging design and brand communication.
In the first creative exploration phase, we gained a thorough understanding of consumers’ shopping behaviors and their attitudes toward gift packaging. Based on this, we selected 4-6 promising gift packaging directions. In the second creative optimization phase, we utilized a range of creative thinking techniques and exercises to encourage consumers to brainstorm ideas for each direction, ultimately forming a new gift packaging concept. In the third creative optimization phase, PowerCX used e-commerce simulation online surveys to gather consumer feedback on the packaging mockups, prioritize ideas, and identify the most attractive elements, ultimately pinpointing the best gift packaging option.
Through this process, PowerCX quickly helped Moët & Chandon gain accurate insights into gift packaging, contributing to the growth of their market share in the champagne sector.
