Assignment 3
Instagram Case Study
Content 1: Alcohol Marketing
Instagram unique Ad Features and Strategies for
10th Mountain Whiskey & Spirits Company
1. Creating an Ad Campaign for:
10th Mountain whiskey and Spirits Company, for an exclusive product - Rotgut Whiskey
-“Taste of Olathe Corn with a Comforting Warmth.” As a Tagline.
2. The objective is not solely promoting on drinking purposes but rather on outside life
influences and “feel good” activities like music performances, sporting events, and large
summer or winter gatherings.
3. Similar Products of other brands like Kentucky Gentleman, Bell’s and Clarke’s are selling
through Instagram Ad Campaigns as well.
4. Instagram Promotional Strategies Involved in promoting this ad campaign:
• Offering behind-the-scenes of making of the product and early-access to them.
• Engaging with those who make comments or ask questions about the new whiskey.
• Utilising Instagram Travel and Lifestyle Influencers to increase sales.
5. Instagram Features and Tools for the Ad Campaign: The campaign involves in visual ads
directly promoting from mobile that are shapable. Some of the key features involved are:
• Customisation and optimising the targeted audiences -
Age group of 25-45 year olds, Travel + Leisure Groups
• CTA: With a "Create Ad" CTA, Instagram selects a picture from the brand’s previous
posts and uses it as the backdrop for an ‘Rotgut Whiskey” ad that entices advertisers to
attract new customers.
• Targeting Pain Points: Lack of information is the biggest issue (Example: Type of
Whiskey and The Sub Type). The Solution is, Image with Texts and content description.
• Texts, eye catching designs, UGC are some of the other Instagram features that is used.
6. Amount Spent: The average that can be spent for CPC (cost-per-click) is around $0.50 –
$1.00 for each ads, and the profit margin of the product can go approx. 5$ for each product.
Content 2: Food Marketing
Instagram unique Ad Features and Strategies for
Naked Lunch
1. Creating an Ad Campaign for:
Naked Lunch Restaurant - to the product ‘Cobborado salad’ with a tagline of “good clean
food” at a fair price, and a worthwhile stop for a light, fresh meal.
2. The objective is to attract customers by making an Instagram Food Blog page to post about
the restaurant and promote ‘Cobborado Salad’ through sponsored ad.
3. Similar Pages of other restaurants that also post food blogs and promotes similar products
on their Instagram pages are @halfbakedharvest and @feelgoodfoodie
4. Instagram Promotional Strategies Involved in promoting this ad campaign:
• Offering behind-the-scenes of their restaurants and videoing the product’s content that’s
promoted directly into Instagram feed.
• Engaging with the customer through Instagram reels and Stories.
5. Instagram Features and Tools for the Ad Campaign: The campaign involves in visual ads
directly promoting from mobile that are shop-able. Some of the key features involved are:
• Customisation and optimising the targeted audiences -
20-30-year-olds with interest in Nordic cuisines and exclusive Salads
• CTA: CTA, options to ‘book now’, use ‘book now’ as the call-to-action. And use hashtag
when uploaded a photo of the product, Ex: #CobboradoSalad’.
• Targeting Pain Points: Price Points is the issue. The Solution is, communicating its
value to guests through blogs and Instagram post captions.
• Minimalistic Images, Right colour combinations & Filters are some of IG features used.
6. Amount Spent: The average that can be spent for CPC (cost-per-click) is around $0.50 –
$1.00 for each ads, and the profit margin of the product can go approx. 5$ for each product.
Citation
https://www.entrepreneur.com/article/54436 (For Calculating Ad Budget)
https://business.getonbloc.com/restaurant-advertisements/ (Restaurant Ad Advices)
https://restaurant.eatapp.co/blog/target-market-restaurants (Target and Understanding USP)
https://www.gourmetmarketing.net/defining-restaurants-target-customer/ (Defining Target)
https://www.botkeeper.com/blog/9-challenges-all-restaurant-owners-face-and-what-to-do-
about-them (Challenges of Restaurants)
https://get.grubhub.com/blog/restaurant-pain-points.html (Pain Points)
https://thebrandsmen.com/alcohol-branding-and-marketing-strategies/ (Alcohol Branding)
https://www.10thwhiskey.com (Official Website)
https://adespresso.com/blog/call-to-action-examples/ (Examples for CTA)
