OBJECTIVE: To expand Belvedere Vodka brand awareness and build brand loyalty specifically in the female 21-35 demographic by aligning with a celebrity with a wide and diverse following across several demographic groups and mediums.
Strategy: Partner with Chelsea Handler on the release of her 3rd book and subsequent comedy and book signing tour
RESULTS: Over 20 Million brand impressions including Belvedere mentions and hands-on brand exposures on “Chelsea Lately; Facebook mentions; Twitter “Tweets”; Belvedere signage at comedy dates and book signings in major cities across her year-long nationwide tour including: New York, Chicago, Los Angeles, Boston, Philadelphia, Washington D.C., Miami, Atlanta, Dallas, etc.; Belvedere brand mentions on Chelsea’s television appearances including The Tonight Show, The Rachel Ray Show, and Late Night with Jimmy Fallon – which included brand mentions and hands-on Belvedere brand exposure with both Chelsea and Jimmy; and numerous brand mentions in print and internet press about Chelsea including Los Angeles Magazine, Ad Age, etc. In just 6 months from January 2010 – June 2010, Belvedere Vodka’s Facebook friends skyrocketed from 6,000 to 120,000.