Case Study: Promoting ABC Coffee with an Instagram Campaign

This case study examines an Instagram campaign launched by ABC Coffee to promote its seasonal black coffee. The campaign, centered around the #BlackCup contest, targets consumers aged 25-40, particularly those with high incomes and an interest in social media and environmental consciousness. The main purpose of the campaign is to increase sales revenue by offering a grand prize of a European trip to drive engagement. The study details the contest design, entry guidelines, and metrics used to monitor performance, primarily sales revenue. It also provides a comparison between active and passive marketing strategies, highlighting how social media can be used for product promotion. The overall benefit of the Instagram campaign is to boost revenue through increased sales of the seasonal black coffee, capitalizing on the appeal of the contest's grand prize and ease of entry. The case study concludes by referencing relevant marketing and organizational structure research.

Running head: INSTAGRAM CAMPAIGN
Instagram Campaign
Name of the Student
Name of the University
Author Note

1INSTAGRAM CAMPAIGN
Product for the Instagram Campaign:
In this case study the ABC beverage company is introducing an Instagram campaign
to promote their main business product which is coffee. In this case the organization is
looking for promoting their seasonal special black coffee. The ABC organization will be
benefitted from the selected coffee product for the campaign as they generates 85% of their
profits from the coffee and by the promotion of the seasonal black coffee they will be to
generate more profits as generally the black coffee is priced higher than the regular coffee.
Thus promotion of the black coffee products will greatly help the organization to boost their
revenue.
Main purpose of the Instagram Campaign and the targeted market:
The main purpose of this Instagram campaign regarding the social media marketing is
promoting their special type of seasonal coffee which they only introduce in the winter time.
This seasonal coffee is the special black coffee offered by the organization. This campaign
will also improve the overall engagement of the brand.

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The targeted market of the ABC organization is the men and the women around the
age of 25 to 40. This organization also targets consumers of various characteristics which
include peoples from high income background, active at various social media networks and
the peoples who are aware about their social status and environmental consciousness
(Mirowsky, 2017). Also, this organization targets the health conscious peoples. The
organization mainly targets consumers from the metropolitan cities as the main outlets which
provides the special black coffee are located in the metropolitan cities.
Design of the main contest and description of the example entry picture:
For promoting the black coffee the organization introduced a contest in the Instagram
platform which is known as the #BlackCup contest. The main design of the contest will be
fully focused on promoting the special black coffee of the organization. The design of the
Instagram contest describes that to enter in the contest users need to upload a selfie of them
with the special black coffee offered by the ABC organization. The users should upload of
the selfie with the hashtag of #BlackCup. The winner of the contest will be awarded a foreign
trip to the Europe which is the main attraction of the contest.
For the understanding of how the picture will look like here description of an example
picture has been shared. To become eligible for the contest, the users need to follow some
guideline provided by the organization. First of all the user must post a selfie in the Instagram

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with holding the special cup provided with the black coffee. Also, the selfie must be taken
within an outlet of the organization. When the user will be uploading the selfie to the
Instagram they must give the hashtag of #BlackCup which will ensure that are entering in the
contest.
Metrics for monitoring the campaign:
The main metric which is needed for monitoring the performance of the campaign is
the sales revenue. The organization expects that due to the initiated Instagram campaign their
sales revenue will be increased. This will show the organization whether the peoples are
interested in buying the product of the organization or not. By the evaluation of the sales
revenue and setting the goals according the sales revenue (Penpece & Elma, 2014), multiple
factors that affects the sales of the organization can be assessed.
Overall benefit to the Company:
The overall benefit provided by the Instagram campaign to the organization is very
much beneficial. This is beneficial for the organization in the sense that it will increase the

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overall sale of their seasonal special black coffee and it will generate more revenue for the
organization (Krause & Douglas, 2013). In this case the main reason behind the improved
sales of the special black coffee of the organization is the grand prize of the Europe travel
trip. Also, to enter in this contest the consumers don’t need to pay any type of entry fee which
is one of the major advantage point of this Instagram campaign. Due to this reason the
campaign will be a great success and the organization will be provided with financial benefit.
Comparison between Active marketing and Passive marketing:
The active marketing is the marketing process involving the proactive actions that
engage and connects the potential customers with the marketers for building a trust and
relationship (Russell-Bennett, Wood & Previte, 2013). Comparing the active marketing with
the passive marketing, the passive marketing explains that it is a typical type of promotional
and marketing tools that is used for explaining the products or the service to some potential
customers. Thus in short the passive marketing is the process of displaying the products or
the service to the world.
Social media can be considered where the example of the passive marketing can be
given. In the social media the followers can be feed with essential information about some
products which will help in the marketing of the product.

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References:
Krause, G. A., & Douglas, J. W. (2013). Organizational structure and the optimal design of
policymaking panels: Evidence from consensus group commissions’ revenue
forecasts in the American states. American Journal of Political Science, 57(1), 135-
149.
Mirowsky, J. (2017). Education, social status, and health. Routledge.
Penpece, D., & Elma, O. E. (2014). Predicting sales revenue by using artificial neural
network in grocery retailing industry: a case study in Turkey. International Journal of
Trade, Economics and Finance, 5(5), 435.
Russell-Bennett, R., Wood, M., & Previte, J. (2013). Fresh ideas: services thinking for social
marketing. Journal of Social Marketing, 3(3), 223-238.