The calories don’t count if you Instagram it first

GODIVA. Chocolate. Covered. Strawberries.

That’s all that needs to be said… the End.

Just kidding…

Godiva, a global premium chocolate brand was established in 1926 in Brussels, Belgium. It lives by its rooted Belgium heritage as its founder’s passion was to create extraordinary chocolate. Godiva’s presence spans across the globe with it having over 600 boutiques located in more than 100 countries.

What is it with Godiva that makes us want to indulge? For me, personally all it takes is to see that big golden G out of the corner of my eye. And that’s it. I spend all my time walking around the mall contemplating whether or not I should go back and succumb to those big juicy freshly dipped chocolate strawberries rather than focusing on finding the perfect shoe for that black tie function I have to attend in less than 6 hours.

Boldness, generosity, and a pioneering spirit- Godiva Philosophy

Their philosophy is not only represented through their delicious chocolate but it is shown through their presence on social media. Godiva’s social media footprint is large as its engagement on all of today’s most popular platforms is frequent and relevant. The content they post on each platform differs which I think is very telling of the brand. They know which platform attracts each of their target markets portraying how important it is to them to stay ahead of the game.


Godiva’s Instagram is its most popular medium with its followers totaling 178,000. Here they are targeting a younger audience. Their photos have the perfect dose of professionalism and creativity. They are informed that Instagram is dominated by Millennials… which consist of girls commonly known as “the basic bitch”. They climb mountains just to capture that perfect 45-degree angle, then sit on top of that mountain for 40 days and 40 nights just to get the right shade of iridescent light. And just when you’d think they’ve gotten the perfect “hashtag” “Instagramworthy” picture (by this time the chocolate dipped strawberry has already rotted and turned back to dust but that’s ok because “you Instagramed it”), you have to add the optimal amount of X-pro II and THEN wait until 7am on the next business day to post it in order to maximize your likes. #GuiltyasCharged

In my opinion Godiva has indeed used social media to its full potential to accurately capture their target market. When I scroll through their Instagram I feel like I’m right there, that the strawberry is just one bite away and I get an instant insatiable craving. When I look at some of their closest competitors, for example Lindt, I, as a Millennial, am not enticed in the same way. Lindt tends to post very generic pictures of chocolate bars in wrappers showing that they have not fully grasped the true concept of Instagram.

Godiva Vs. Lindt Instagram

Beyond the Instagram Post

Godiva’s Facebook caters more towards parents and the older generation. This makes sense as Facebook is now more frequently used by this target market. Godiva is aware that mothers browsing through their Facebook will be more inclined to make a purchase from an advertisement compared to a Millennial wanting to live the lifestyle that Godiva successfully portrays on their Instagram.

Godiva provides seamless integration between the virtual atmosphere and the reality we live in. Their ability to not only decipher but to actually execute the correct marketing for each platform is something that other brands can learn from. Clearly there is a distinction between each platforms audience showing that each has a different need.

Godiva’s Instagram portrays a lifestyle that is luxurious consisting of people travelling and eating decadent foods which is an aspiration or reality to some.

What you can take from this is… Instagram everything since “insta” calories don’t count, but don’t blame it if the Godiva lifestyle adds a few extra pounds to the scale. It’s all worth it!

This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.