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Guinness breaks the mould by launching a 60-second ad on Instagram
Guinness’s ‘Made of More’ campaign has been a huge success across a multitude of platforms with ads that really tap in to consumers emotions. They have now decided to take this campaign one step further by launching a 60-second ad on Instagram. They are the first brand in the UK and Ireland to do this and they have said it is because they want to capture Instagram’s ‘discerning audience’.
But what does this actually mean? Instagram as a platform has carried on growing over the past 12 months so it is hardly surprising that brands are looking at innovative ways to utilise it but is another key factor that led to Guinness using it for a social ad …
Guinness is looking to appease younger audiences. They are constantly on the search for ways to engage this sector and they believe that Instagram is the perfect platform as younger audiences use it to seek new information. They identified that their content is most useful when it is new so they wanted to give social influencers and brand advocates the chance to share it socially before it airs on TV.
In terms of the market, Guinness is well known for its innovative social strategy so other brands are bound to follow suit. This promises to make Instagram an increasingly interesting platform to watch because as brands become more present will consumers start to disengage with content? Or, if brands deliver stellar content like Guinness, will their interest continue to grow? Either way it’s going to be an interesting space to watch!
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