Cîroc, the premium vodka brand owned by Diageo, has kicked off an Instagram marketing campaign featuring short videos and animated GIFs.
The campaign, which includes three videos and two GIFs (or cinemagraphs) will target 1.24 million Instagram users. Diageo Reserve claims it is the first ad campaign on Instagram to use video and cinemagraph.
The vodka, which is made using French grapes instead of grain which is typically used in vodka, has previously run a 'Cîroc on Arrival' campaign, fearing celebrities and shot by Mario Testino. The current Instagram campaign will build on this.
Laura Pearce, Diageo’s head of reserve marketing for Western Europe, said: "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."
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