Mod Op | Belvedere Red

CLIENT : BELVEDERE VODKA

Make the Difference.

Campaigns / Digital Experiences / Digital Strategy / Social Engagement

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.

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The Challenge

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.

The Work

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.

The Impact

Overall, 2016’s (RED) campaign saw a spike in conversation with over 59MM in total potential impressions despite holiday ad competition. 

1.8MM+

The amount of views generated for a single John Legend (RED) video on YouTube.


55K+

Views to our Insta story, which had just launched 4 months prior.


23MM

Total engagements. Our efforts around (RED) contributed to 42% of the 2016 Reach goal and 52% to 2016 Engagement goal.