Cîroc vodka is first alcohol brand to launch Instagram advertisements

By Erin Smith

Published: 27 February, 2015

Cîroc vodka is set to be the first alcohol brand to launch paid for advertising on Instagram, as it kicks off a six week campaign today.

Laura Pearce, head of reserve marketing for Diageo western Europe, said it was pushing the boundaries with its online communications. "At Diageo we understand how our consumers connect within the digital space. We are working more collaboratively with Facebook and Instagram, and this exciting and innovative new advertising campaign, where we are the first alcohol brand to run video advertising on the platform, is testament to this."

The vodka brand is backed by famous music mogul Sean Combs.

It hopes the advertisements will reach more than 1.24 million Instagram users with three 15 second videos and two GIFs, that will run over the next six weeks.

The push on Instagram forms part of the larger On Arrival campaign launched by Cîroc in December 2014, that is set to run for 18 months. It promotes the luxury vodka as the go-to brand for those that have 'made it', and Diageo partnered with international photographer Mario Testino to captures moments across the globe of celebrities that have realised their dreams.

Diageo said the connection with Instagram and celebrities as part of the longer On Arrival campaign has helped to grow Cîroc's fan base on the platform and worked well with what the overall campaign was hoping to achieve.

"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 Pearce.

Diageo has upped its investment into the digital-sphere across its portfolio of brands recently. This week it introduced its first 'smart bottle' with the Johnnie Walker Blue Label, which send messages from the bottle to the consumer's phone and earlier this month it announced the appointment of Marco Preda for a newly created role of general manager, digital and e-commerce.

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