Ciroc first spirit to advertise on Instagram

Ciroc, the vodka brand co-owned by rapper P Diddy and Diageo, is the first alcoholic drinks brand to have launched an advertising campaign on Instagram.

Starting today and running for six weeks, the #MyArrival campaign includes three 15-second videos and two cinemagraphs – still photographs in which a minor and repeated movement occurs.

The content has been tailored to suit the Instragram format and targets its core audience – Millennial consumers. The premise of the campaign is that consumers should choose Ciroc to celebrate with when they have “made it”.

A limit of one advert per day will be sent to users’ Instagram feeds, with the campaign estimated to reach 1.24 million users.

“Instagram is the perfect channel for Ciroc as the brand and the app 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 are pushing the boundaries with our online communications more than ever.

“We are working more collaboratively with Facebook and Instagram, and this exciting, innovative new advertising campaign is testament to this,” she added.

The initiative forms part of the brand’s global On Arrival campaign, launched at the end of last year in collaboration with fashion photographer Mario Testino. The campaign searches for rising stars in their prospective professions.