ASSIGNMENT: SOCIAL MEDIA POST

Social Media Post  6-22

Modelousa   Hey fighter. You deserve this rich full 

flavored pilsner with the aroma of orange blossom 

honey. Where flavor meets fight.  @jpfishingtv 

What’s your fight?  Let us know.  #fightingspirit  

First call to action is:   Drink Modelo & gift your palate (purchase)   

Secondary call to action is:   Share your fight (engagement)

I decided to create a Social Media post for Modelo brand beer. The platform I’m using is Instagram. I’m choosing this platform over Facebook, YouTube, and LinkedIn because the majority of Instagram’s audience is millennials and GenZ users, specifically 25-34 year olds. The target audience for my ad is 25-37 year old beer drinkers. They are employed, have money to purchase beer, and have a more sophisticated palate. 

Research shows that Hipsters have been one of the biggest audiences to drink Modelo, and popularity is growing in the Mexican-American demographic. Twenty somethings make up a majority of the drinkers. While honoring those groups, we reach for even more diversity. “Modelo has a tradition of honoring those who embody the fighting spirit,” said Greg Gallagher, VP of Modelo Brand Marketing. The theme of “fighting spirit” is found throughout their marketing and PR. Working hard correlates with having a fighting spirit. Previous posts display fighting for a goal, for rights, and for fun.

Matching the tone, the subject looks serious, of target audience age, and undefined ethnicity.  For elements, I added simple but fun video and related audio with lyrics to increase the time spent on the post. The text "Gift Your Palate" reminds them that this is special and they deserve it. I added descriptive words to entice the taste buds. In other Modelo posts, I noticed they often include a “mention” and hashtag #FightingSpirit which links to an engagement opportunity. This is my photograph, and the person in my photo is the one mentioned, and his fight relates to big-game fishing. 

The call to action is “Buy a beer and gift your palate by drinking a Modelo.” That’s the real desired action. As a secondary CTA, I end the post with a question “What’s your fight?” and add the #FightingSpirit to offer and compel more engagement.