Diageo’s premium vodka Cîroc has become the first alcohol brand in the UK to run paid-for video advertising on Instagram.
The push, which debuted last week, includes three 15-second videos and two cinemagraphs – still photographs in which a minor and repeated movement occurs. Part of global campaign On Arrival, the content is designed to resonate with the look and feel of Instagram and will target an estimated 1.2 million users, with a limit of one ad per day going to each user.
“Instagram is the perfect channel for Cîroc as both the brand and platform exist in the same luxury, cutting-edge world where celebratory moments are at the heart,” said Laura Pearce, head of reserve marketing for Diageo Western Europe.
“At Diageo we understand how our consumers connect within the digital space and we are pushing the boundaries with our online communications more than ever. We are working more collaboratively with Facebook and Instagram, and this exciting and innovative new advertising campaign is testament to this.”