Black Tap Craft Burgers & Beer
Instagram Campaign Analysis
Social Media Campaign: A planned and coordinated marketing effort to reinforce an idea or business goal.
Brand and Objectives
The brand, in this case a business, is a restaurant in New York City called Black Tap Craft Burgers and Beers. As a consumer I feel like I understand the objectives of this campaign best because it's effectively working on me! I follow this account because OH MY GOSH LOOK AT THE FOOD! They also have these shakes... I'll post another picture to as I can't adequately describe in words the FOOD PORN this place produces. -->
I'm assuming their objective or business goal, is to grow their client base. And to do this, they are using social media to increase awareness of their product (FOOD) and gain a following. The idea is that by producing great photography of their unique, larger-than-life menu options, and sharing those, that people will follow, see the regular updates, and be UNABLE to resist a visit! I have never been to New York City personally, but if I go, this place is on my must-do list. And it's all because of this campaign. With 311,000 followers and an average of 5,500 likes per post (the burgers get about 3,500 but the shakes get about 8,500), they MUST be doing something right. So let's see what it is!!
SeaScape Principles & How They Contributed to Brand Success
Observing Human Behavior Principle: I'll start with the final principle. As I was analyzing this campaign through the SeaScape principles, a golden thread was tying them all together. It was the importance of knowing your audience and being aware of their behavior. Black Tap knows their audience and is targeting them through this campaign. The audience on Instagram is millennial's, and I'll dive into how Black Tap is effectively targeting them in many of the principles.
The Presentation Principle: This principle is obviously being utilized. Besides that fact that Black Tap only ever posts its most delicious looking food, the people featured on their account reflect the brand they want to build (attractive, young, edgey). Sweet old granny's don't seem to find a place on their feed. Millennial's are also known to be a more liberal generation, so posting images of young people with tattoos appeals to this audience.
The Value Principle: What are users getting from their experience at Black Tap? For me, it's a sense of youth, but not a childish adolescence. More a full-of life, wanderlust, loud youth. Millennial's are described as having "a growing tendency to delay some of the typical adulthood rites of passage..." (Live Science, 2017, "Who are the Millennials?") So the youthfulness of this campaign plays right into that. Why grow up when you can eat hamburgers and shakes?
The Zeitgeist Principle: Millennial's are called the "Me Generation." They've also been said to be "more focused on materialistic values." If this campaign uses any of the principles, it is this one. This food is unnecessary and very indulgent, and while that sounds like a negative attribute, it appeals to millennial's.
The Principle of Least Resistance: Black Tap uses this principle by making the captions on their photos very short. Often only 2-3 words. They don't complicate the campaign with contests or call-to-actions. Pure and simple, it's about the food.
The Story Principle: While Black Tap doesn't word-for-word tell a story, when you scroll through their posts, you can feel a story being told. It embodies the spirit of youth that I've been talking about. It's a fun, bright, life filled story.
The principle of Expectations: Ultimately, this social media campaign is simple, bright, and youthful. By keeping the audience in mind, and sticking to the tone of their brand, followers expectations are being met. And when I visit, I'll let you know if her profile pic holds up in real life.
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