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Cîroc creates innovative Instagram adverts
Cîroc has become the first alcohol brand to advertise on Instagram using both videos and cinemagraphs as part of its #MyArrival campaign.
Cîroc’s video and cinemagraph campaign on Instagram will run for six weeks
The ultra-premium vodka brand, owned by Diageo, will run three, 15-second videos and two cinemagraphs (still photos where a small element moves slightly and repeatedly) over the course of six weeks from today (27 February).
The content, generated as part of the brand’s On Arrival marketing campaign, which launched last year in partnership with photographer Mario Testino, is designed to “resonate with the desired look and feel of Instagram”.
Diageo intends to target 1.24 million UK users, with a maximum of one advert per day reaching each user.
Laura Pearce, head of Reserve marketing for Diageo Western Europe, said: “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.
“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.”
The campaign is part of an on-going strategy by the British drinks group to work “more collaboratively” with Facebook and Instagram.