Stella Artois is using sponsored posts on Instagram this holiday season to engage with their target consumer – millennial beer drinkers.
Instagram began selling sponsored posts last year, however Stella Artois is the first beer brand to buy ads on the platform. One reason for this is the uncertainty of targeting on Instagram. To combat this concern, Stella Artois by targeting users using data to identify only consumers 21+.
The sponsored content which includes six image posts is a part of the brand’s holiday campaign, Give Beautifully, that also includes TV support and videos on YouTube. Instagram has a foodie following that is popular with millennials who share photos and videos of their meals and drinks – a perfect fit for the Stella Artois campaign to leverage and reach their younger target audience.