KNOW THE DIFFERENCE DIGITAL CAMPAIGN / BELVEDERE
Belvedere Vodka’s first full 360-degree digital campaign—including online video, display, content partnerships, social media, and search—proved that you can drive brand awareness without relying solely on broadcast and print media. Each digital tactic served to reinforce or deepen the brand story begun in TV. The provocative broadcast spots, which we shared digitally, convinced consumers that Belvedere is for sophisticated consumers who actually want to taste their vodka and that it is not a neutral spirit devoid of substance or style. Integrated content on social media further piqued their interest and amplified the campaign’s success. Online video, display, social, and search all drove to belvederevodka.com, where consumers engaged with a series of videos that carried the brand’s story further. With over 50 million total impressions, “Unlearn/Relearn” successfully empowered consumers to know the difference when making decisions about purchasing vodka.