Rationale
Rekorderlig cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town. 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase the awareness of the brand Rekorderlig Cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.
The Business Objective and the Position in the Customer Journey are Awareness Raising. Increasing awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that by keeping your brand name and message in front of your target market it constantly reminds them who you are, through a cohesive campaign spanning multiple channels, brands can increase their awareness levels.
YouGov states that Rekorderlig’s target market are millennials. Avocado Social highlights that 39% of Instagram users are within the millennial demographic, and over half check social media as soon as they wake up, creating a guaranteed daily audience. Jules White highlights that 40% of consumers respond significantly better to pictures than text, Maija Palmer, writer for the Financial Times adds that strong imagery and minimal copy are the most effective. An article written by WARC called “Inspire with Instagram” reports 29% of users said that Instagram helps them to discover new things, and 53% specifically use Instagram to seek out new content, making Instagram an optimal channel for millennials and for an awareness raising campaign.
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Measurement
Number of likes and comments on the sponsored adverts, number of increased followers for Rekorderlig Instagram and click throughs to the Rekorderlig website.
The tone of voice is style, refreshing and sophisticated, conveyed visually through Rekorderlig cider cocktails, on a wooden table with a brick background, a text overlay outlining the recipe, with the tag line “Discover something new this summer… you might be surprised” and a small Rekorderlig logo in the corner. Nigel Huddleston from the Morning Advertiser explains that millennials are enjoying sweeter tasting drinks. The image above suggest the flavour of the drink – fruity, sweet and refreshing. The image conveys simplicity, through minimalism of the image, the glasses, wooden bench and brick back drop, but also style and sophistication through the glasses and the drinks presentation.
Visual Research showed sponsored Instagram adverts are eye catching, have easy digestible information and click through buttons for information. Examples use text overlay in different ways to capture the audiences attention and inform. This research has inspired the advert above.
Image specifications
Size: 1080px by 1080px
Resolution: 72 dpi
Colour: RGB
Image (advert) sourced from the stock image library: Unsplash
Logo taken from Rekorderlig website
Images (research) sources: Curulate ,Hubspot
References
Avocado Social (2016) The latest UK social media statistics for 2016. Available at:http://avocadosocial.com/the-latest-uk-social-media-statistics-for-2016/ (Accessed 29 March 2017).
Curulate (2015) 6 Examples & Best Practices for creating Instagram Adverts. Available at:https://www.curalate.com/blog/6-examples-and-best-practices-for-creating-instagram-ads/ (Accessed 14 March 2017).
Hubspot (2016) 11 examples of Instagram adverts we love. Available at:https://blog.hubspot.com/marketing/instagram-ads-we-love#sm.00005622s4ivkdn1trr1bb9hh44ap (Accessed 14 March 2017).
Huddleston,N. (2015) Millennial trends: plat the generation game. Available at:http://www.morningadvertiser.co.uk/Running-your-pub/Marketing/Millennial-trends-play-the-generation-game (Accessed 1 March 2017).
Instagram (2017) Instagram. Available at:https://www.instagram.com/?hl=en (Accessed 14 March 2017).
Michaels, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)
Mintel (2017) ‘Cider- UK- January 2017’ Available at:http://academic.mintel.com/display/814043/ (Accessed 23 February 2017).
Palmer,M. (2016) ‘How Social media sites compare as advertising platforms’. The Financial Times. Available at:https://www.ft.com/content/91a471be-ea87-11e4-96ec-00144feab7de (Accessed 23 February 2017).
Rekorderlig (2017) Rekorderlig. Available at:http://www.rekorderlig.com/gb/ (Accessed 29 March 2017).
Rekorderlig (2017a) About us. Available at:http://www.rekorderlig.com/gb/about-us/ (Accessed 29 March 2017).
Unsplash (2017) Unsplash. Available at:https://unsplash.com/ (Accessed 29 March 2017).
YouGovPrfiles (2016) People who drink Rekorderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).
WARC (2016) Inspire with Instagram. Available at:https://www-warc-com.proxy.worc.ac.uk/PDFFilesTMP/c9e68f96-6d27-4eee-b32f-3f26d13d3f6e.PDF (Accessed 23 February 2017).
White,J. (2016) ‘Social Media User Statistics in the UK’. The Last Hurdle. Available at:http://www.thelasthurdle.co.uk/social-media-user-statistics-in-the-uk-for-2015/ (Accessed 23 February 2017).
Research
Business objective
To increase awareness and recall of the brand Rekorderlig within the millennial target market. Source: Michaels , Source: Anastasia Kourovskaia at Warc, Source: Warc, Source: Nigel Jones, Louise Cook and Clive Cooper at Warc.
Audience Research
The target audience for both Rekorderlig and instragram is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting YouGov Schawbel Olenski .
In 2016 Instagram announced that is now has more than 500 million users, with 95 million photos being share per day, 3.5 billion likes every day and 38.4% of users are within the millennial age bracket (16-24) Murgia and Avocado Social . Over half of 18-24 year old’s check their social media times lines as soon as they wake up, this means that there is an allotted time where this audience is scrolling through Instagram with no interference. Allowing for a great opportunity to capture their interest with a sponsored Rekorderlig advert Avocado Social.
This target audience has an equal split between male and female users White, ensuring that neither gender is missed and both are targeted simultaneously. Moreover the execution of the sponsored advert works with text layered over the top is perfect for Instagram, as users are 40% more receptive to pictures and basic text, sparking interest and click throughs to the Rekorderlig website Palmer; White.
Images on Instagram are perceived by users as 2.8x more imaginative, 2x more creative and 2.8x more distinctive than other social media platforms, fitting to the tone of voice of the sponsored advert and the brand WARC . Further 29% of users said that Instagram helps them to discover new things and ideas, and 53% specifically use Instagram to seek out new content and ideas, making Instagram a good tool to use for this target audience WARC.
Position in Customer Journey
Awareness- this sponsored advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of Voice
- Style
- Refreshing
- Sophisticated
Message
-
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative Format
Instagram sponsored advert
Measurement
- Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall.
Concept
Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Semiotic meaning of image
The product in the glass is red, combined with the ice, condensation, and fresh fruit, it signifies to the audience that the drink is refreshing, satisfying and thirst quenching, demonstrating the benefit of buying Rekorderlig. The image even suggests the flavour of the drink, fruity, berry flavour and sweet and potentially not alcoholic. Huddelston suggests this would further attract Rekorderlig’s millennial target market. The combination of the bright red liquid and the fresh green garnish’s help to add contrast and brighten each colour, making the drink even more attractive, fresh but still easy to make at home.
The background of the image, with the wood,and brick wall, gives an outside feel, whilst being sophisticated. The scattered ice, fresh fruit and vintage/picnic style water bottle suggest a simplistic style and a casual gathering of people, a low key party, or gathering of people, a setting to enjoy with friends, helping the audience to imagine and picture where they will be, the fun they will have when they drink Rekorderlig.
Read more here -> Rekorderlig: Visual imagery and Semiotic Analysis
Image specifications
Size: 1080px by 1080px (This is the size that is required for all Instagram images)
Resolution:72 dpi (this optimal resolution for all digital images)
Colour: RGB (digital colours)
Research
These websites offer an interesting insight into successful Instagram adverts and what is it that makes them successful. They all state that images should be enticing, and intriguing for the audience, text should be minimal and it should be obvious who the brand is through the use of campaign cohesion and logos.
6 Examples and Best Practices for Creating Instagram Ads
11 Examples of Instagram Ads We Love
26 Instagram Ad Best Practices That Will Make You an Outstanding Marketer
This Instagram post will sit nicely into new Rekorderlig campaign, it will be eye catching and support the blog, POS and directed traffic to the Rekorderlig recipe website, creating a cohesion.
Source: Instagram
This research has given me inspiration for an image that is eye catching, bright, gives easy digestible information up front, but offers more for the interested consumers.
Draft idea
These are the first drafts of the Instagram sponsored advert, the image is too busy in the background, whilst it’s nice, it doesn’t offer any space to make the words the stand out. I think I will change the image.
I’m going to try overlaying the text using translucent boxes, to help the text stand out, I’ve done a bit of research and these were my favorite.
Text overlay research
The research show’s that there are many ways to overlay text, using box’s with a translucent black or white, strategically placed type or a complete overlay with a funky text.These have inspired me to use the boxes with the a translucent affect to really make the text pop.
References
Ad Espresso (2016) 26 Instagram Ad Best Practices That Will Make You an Outstanding Marketer. Available at:https://adespresso.com/academy/blog/instagram-ads-best-practices/ (Accessed 2 March 2017).
Colourlib (2016) What is the size of the Instagram picture in pixels? Available at:https://colorlib.com/wp/size-of-the-instagram-picture/ (Accessed 2 March 2017)
Curalate (2016) 6 Examples and Best Practices for Creating Instagram Ads. Available at:https://www.curalate.com/blog/6-examples-and-best-practices-for-creating-instagram-ads/ (Accessed 2 March 2017).
HubSpot (2016) 11 Examples of Instagram Ads We Love. Available at:https://blog.hubspot.com/marketing/instagram-ads-we-love#sm.00005622s4ivkdn1trr1bb9hh44ap (Accessed 2 March 2017).
Instagram (2016) Rekorderlig. Available at:https://www.instagram.com/rekorderligcider/?hl=en (Accessed 23 February 2017).
Jone, N. Cook,L. and Cooper, C. (1991) Persistence & chimpanzees – the PG Tips case history. Available at: https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=ec3f621a-c77d-442c-a993-a3a56cc069c3&q=building+brand+awarness&CID=A711&PUB=ADMAP (Accessed 1 March 2017).
Kourovskaia, A (2013) Increasing brand value: A masterclass from the world’s strongest brands. Available at:https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH (Accessed 1 March 2017).
Michaels, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)
Mintel (2017) ‘Cider- UK- January 2017’ Available at:http://academic.mintel.com/display/814043/ (Accessed 23 February 2017).
Mintel (20167) ‘Cider-UK- January 2017’ Available at:http://academic.mintel.com/display/814049/ (Accessed 23 February 2017).
Murgia,M. (2016) ‘Instagram reaches 500 million users’. The Telegraph. Available at:http://www.telegraph.co.uk/technology/2016/06/21/instagram-reaches-500-million-users/ (Accessed 23 February 2017).
Olenski,S. (2016) ‘Creating Brands That Engage Millennials.’ Forbes. Available at:http://www.forbes.com/sites/steveolenski/2016/09/28/creating-brands-that-engage-millennials/#97d32cc593b0 (Accessed 23 February 2017).
Palmer,M. (2016) ‘How Social media sites compare as advertising platforms’. The Financial Times. Available at:https://www.ft.com/content/91a471be-ea87-11e4-96ec-00144feab7de (Accessed 23 February 2017).
Schawbel,D. (2016) ’10 New Findings About The Millennial Consumer’. Forbes. Available at:http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#591d293928a8 (Accessed 23 February 2017)
YouGovPrfiles (2016) People who drink Rekoderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).
WARC (2016) Inspire with Instagram. Available at:https://www-warc-com.proxy.worc.ac.uk/PDFFilesTMP/c9e68f96-6d27-4eee-b32f-3f26d13d3f6e.PDF (Accessed 23 February 2017).
White,J. (20160 ‘Social Media User Statisitics in the UK’. The Last Hurdle. Available at:http://www.thelasthurdle.co.uk/social-media-user-statistics-in-the-uk-for-2015/ (Accessed 23 February 2017).
Emily Coppen - Scrapbook 
A strong promotion for Rekorderlig on Instagram supported by a well researched rationale. Good work.
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