Our goal was to celebrate the Caribbean diaspora through VH1’s linear IP by hosting a month’s worth of content in June to honor the culture's rich history & impact through this unique digital special featuring Love & Hip Hop Atlanta stars Spice & Karlie Redd celebrating their island heritage.
After last year’s successful campaign celebrating the Caribbean diaspora through VH1’s linear IP, we’ve kicked it up a notch in 2022. Our social platforms played host to a month’s worth of content honoring the culture through linear breakouts, artist partnerships and talent takeovers, as well as a digital special featuring two of the biggest Love & Hip Hop stars celebrating their island heritage. It was important to VH1 to celebrate Caribbean stories through an authentic and unique way that reflect our audience; that has shared their pride for Caribbean representation for years. Leveraging fan-favorites, Spice & Karlie Redd spoke to their Caribbean upbringing, influences on food, music, and fashion, and the similarity in dialects that unite them. In addition to having a shoot lead and Produced by a Caribbean woman, it was important to us to have a majority Caribbean empowered staffed on-set which allowed our cast to feel seen and have familiarity while shooting this special. Overall, providing our audience with true representation and visibility to the vibrancy of Caribbean culture is something we hope to continue to do across all of VH1’s campaigns and future projects.
Our campaign’s (26) posts drove a total of over 2.2MM video views, 3MM Impressions, and 160K engagements across all platforms. TikTok was the strongest platform, contributing 56% of the views & 84% of the engagements. The special was given press exclusives in Eurweb and Shadow & Act and received an outpour of positive sentiment from fans who hail from Caribbean lineage about the way they felt not only seen and represented but that their voices and contribution to pop culture was appreciated.