In Sep 2016, Mod Op partnered with Belvedere Vodka to kick off the (RED) movement with an exclusive bottle launch party at the acclaimed Apollo Theater in Harlem, NYC. Belvedere’s #MAKETHEDIFFERENCE campaign encouraged people to join the fight against AIDS by purchasing (BELVEDERE) RED limited-edition bottles designed by South African artist Esther Mahlangu in collaboration with John Legend. 50% of profits went toward ending HIV/AIDS in Africa. Celebrities like Robin Wright and James Van Der Beek also shared with support and created buzz with their own holiday-centric videos helping to promote bottle sales.
End of year holiday ad competition can create a lot of noise. Our challenge was to break through the clutter and gain traction in order to make real change in the HIV/AIDS crisis.
We created a sweeping social media campaign to garner attention and exposure for the initiative. By leveraging paid media with celebrity we created a truly buzzworthy campaign.
Overall, 2016’s (RED) campaign saw a spike in conversation with over 59MM in total potential impressions despite holiday ad competition.