Product Selection The company is a successful start-up technology enterprise that focuses on creating innovative products for food and beverage preparation and storage that allow people to create quality products at home. A new product has been developed which appeals to the adult beverage community. This widely appraised kitchen utility takes store-bought beer and processes it to enhance flavor and create the exquisite micro-foam usually found inexpensive, high-quality beverages that cannot be brought home. Management believes this product can appeal to the vast consumer market and raise the profits and outreach of the company. The product’s design, utility, and purpose present an opportunity for an extensive marketing campaign because it satisfies the demand for high-quality and mobility at an affordable price. Campaign Purpose Instagram is considered the contemporary advertising platform amongst social media platforms. Focus groups have described Instagram advertisements as appealing and engaging which is key to attracting customer interest. They are not commonly perceived as unwanted and aggressive commercials unlike other media platforms (Love, 2015). The concept of framing is a theoretical approach to advertising in social media. The customer exposed to a message in advertising frames begins to form an attitude towards the brand based on product knowledge and personal involvement. On Instagram, visual symbolism is critical as the process of customer perceptions and relationship to the brand shifts from simple awareness to absolute loyalty (Lavoie, 2015). The main purpose of the campaign is to promote the brand and its new innovative product within the kitchen appliance, alcoholic drinks, and food technology markets. A successful social media campaign for a non-general product often requires finding a niche market where the product will generate consumer interest. The targeted demographic would be anyone aged 21 and over in the United States and Europe as the most affluent markets. Millennials should be targeted as they exhibit a combination of consistent alcohol intake, interest in technology, and susceptibility to visual branding. Instagram allows selecting targeted audiences based on followed pages and likes. Therefore, investing in advertising to casual drinkers and craft beer enthusiasts can be beneficial. The psychographic information provided by Instagram allows the group of people based on interests and behaviors. The behavioral patterns are subconscious to a regular user but analyzing psychographic information can reveal deeply personal needs and trends that the company can target. The presented product will fulfill the people’s need for improved quality alcoholic drinks without the necessity to socialize and overpay at bars. Instagram Contest The contest should not be implemented immediately at the start of the campaign. It is important to gain interest and following for the product through basic posts and paid advertisements. Followers can be enticed through announcements that announce an upcoming contest and giveaway. Soon after, the contest should be posted. It should be a simple but visually attractive image that shows the product being used in a home setting with a soc