Moët Hennessy-owned Belvedere Vodka has teamed up with the charity (RED) to launch a social media campaign that aims to raise AIDS awareness.
Launched on Friday by digital agency Essence, it targets Belvedere’s consumers by encouraging them to 'donate' their Facebook status and/or a tweet to the cause.
A call-to-action will appear on the brand's Facebook page, and those that click are directed to an app that generates a pre-populated status update or tweet to post.
Hal Stokes, social media director at Essence, said that breaking through the mass of user and brand noise on Facebook to implement a successful awareness-raising campaign is no easy task.
We've seen many attempts, but few have produced impressive results. This campaign acknowledges the way consumers engage and interact on social networks, and the power and value this can offer a brand”.
People will be incentivised to take part with the opportunity to win tickets to the brand's (BELVEDERE)RED Alternative Carol Service, to be held at 20th Century Theatre on December 7th.
Nick Ambridge, senior brand manager at Belvedere said that the aim is to make 125,000 people more aware of AIDS through these donations.
AIDS awareness isn’t a glamorous discussion, but is an urgent one. This campaign taps into the core values of our audience, showing exactly how a community can be drawn together around something of shared importance.”
In 2009 Belvedere appeared for the first time on Superbrands' CoolBrands list, citing experimental marketing, events and outdoor work in the UK as the reason for its success. It was also one of the first brands to invest heavily in creating content to engage with its fans, treating its website like a cross between a magazine and a blog, bringing in an ex-Wallpaper journalist to lead the charge.
The vodka brand also launched a mobile-social programme earlier this year to help sell its Belvedere Pure, Pink Grapefruit and U80 drinks in the US.
Based on an advocate programme, one key influencer was chosen in six cities after meeting a stringent set of criteria (including social media presence and 'reach'). Each ambassador was asked to create content in the lead-up to a series of parties called Belevedere Nights, upload video or photos via mobile - and interact with people through a mobile portal. The brand says this created 144 million social media impressions alone.