Stella Artois is turning to Instagram during its holiday marketing kick, hoping to appeal to millennial beer drinkers. Of course, the alcohol industry has to be careful not to target consumers under the age of 21, which has made platforms like Instagram uncertain territory until now. Social media has become a cornerstone for holiday advertising, and even the newest outlets like Snapchat are attracting experimental marketing dollars. 3,212 Followers, 30 Following, 99 Posts - See Instagram photos and videos from Stella Artois Africa (@stellaartoisafrica) The beer company has been buying commercial time on TV and producing videos on YouTube for its holiday push called "Give Beautifully." The Anheuser-Busch brand is the first beer maker to buy ads on Instagram, which started selling sponsored posts last year. VaynerMedia, a specialist in social media marketing headed by Gary Vaynerchuk, helped Stella Artois with its Instagram ads. Learn about our beer, new offerings, Chalices, and more. 666 Followers, 27 Following, 9 Posts - See Instagram photos and videos from Stella Artois Australia (@stellaartoisau) Macy's sponsored behind-the-scenes, user-generated videos of its Thanksgiving Day parade on Snapchat, and Amazon sponsored Black Friday on the messaging app. The Anheuser-Busch brand's "Stella Sessions@Home " will appear on Instagram's IGTV video streaming service Tuesdays through Fridays, per an announcement. You must be 21 years old or over to see this profile "Reaching and engaging legal drinking-age millennial consumers is critical for all of our brands," Herscovici wrote. "As a leading social platform for 21+ consumers, Instagram is a very important channel for us.". What Makes Reddit Purchase Journeys Unique? Hier sollte eine Beschreibung angezeigt werden, diese Seite lässt dies jedoch nicht zu. 2,133 Followers, 1,385 Following, 480 Posts - See Instagram photos and videos from Stella Artois Leuven Bears (@leuvenbears) Facebook, which owns Instagram, uses targeting data to only show Stella Artois ads to appropriately aged consumers. It's not using videos, which are new to the platform. 1,164 Followers, 4 Following, 241 Posts - See Instagram photos and videos from Stella Artois Romania (@stellaartois.ro) It’s Time for Automotive Marketers to Accelerate Their Digital Transformations, 5 Tips for Pivoting to a Digital-First Strategy During Covid-19 (and Beyond), {"taxonomy":"","sortby":"","label":"","shouldShow":""}, © 2020 Adweek - All Rights Reserved, Adweek Fastest Growing: The Virtual Celebration, Building and Growing an Engaged Community in a Virtual World 2020, sharing pictures of their meals and drinks, Carnival Has ‘Every Reason’ to Be Back in the U.S. by End of Year, Says CEO, CBS Sets First-Ever Companywide Brand Refresh to ‘Become Relevant to Today’, Mealtime Is ‘Less Wasteful, More Graceful’ in Ikea’s Elegant Ode to Kitchen Choreography, Brand Marketers From Hershey’s and T-Mobile Share Insights on a Data-Driven Approach to Advertising, 5 Reasons to Be Happy About the Future of Advertising, Contextual Targeting for the Cookie-less Future, When You Can’t Trust Your (Historical) Data. Instagram is known for its photos and videos from users sharing pictures of their meals and drinks, and the Stella Artois campaign fits right into the foodie vibe. Enjoy Stella Artois beer and experience the result of 600 years of Belgian brewing traditions. Now, it is running six photos on Instagram starting today. 8,194 Followers, 64 Following, 110 Posts - See Instagram photos and videos from Stella Artois Chile (@stellaartois_cl) The new social channels are seen as crucial for reaching younger audiences. "We are excited to work with Instagram as they seek to integrate advertising into the consumer experience, which is as high quality and beautiful as the images users would normally see in their feeds," Lucas Herscovici, Anheuser-Busch's vice president of consumer connections, said in an emailed statement. "Given the commitment to artistry and sophistication that defines the Stella Artois brand, we thought featuring imagery supporting the brand's holiday campaign, 'Give Beautifully,' would be the perfect fit.". Use Content Creatively to Build Consumer Connections With 5G. Restricted profile. Stella Artois is hosting a cooking show on Instagram to entertain people stuck at home during the COVID-19 pandemic while also raising money for restaurants and bars. Instagram is known for its photos and videos from users sharing pictures of their meals and drinks, and the Stella Artois campaign fits right into the foodie vibe.
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