2. OVERVIEW OF (RED)
● Committed to fight against AIDS in Africa
● Launched by co-founders Bono (the rock star of U2) and Bobby in January 2006
● Created to raise awareness and money by teaming up with brands to produce RED® products
● When consumers buy (RED) product, they donate up to 50% of the proceeds to fight AIDS
● Generated over $275 million with 100% of the money going to work on the ground
● Impacted over 55 million AIDS patients
3. ● Official website red.org is embedded with social features
● Built Facebook, Twitter, Instagram, Pinterest and Google+ with huge numbers of followers
HISTORY WITH SOCIAL MEDIA
❏ Over 10.9 million followers
❏ Average 15 tweets a day
❏ Pictures, videos, texts,
retweets
❏ Over 49,000 followers
❏ Average 6 posts a day
❏ Pitcures
❏ 2,861,667 likes
❏ Average 10 posts a day
❏ Pictures, videos, texts
FACEBOOK TWITTER INSTAGRAM
4. (RED) SOCIAL MEDIA`S FUNCTIONS
1. Raises audiences` awareness about fighting AIDS
● Accesses to audiences by rich media content (texts, pictures, videos)
● Engages audiences with the latest press and campaigns
● Earns audiences to spread words of Month online and offline
Step 1: Attracts people by
teaser videos/pictures
Step 2: Engages audiences
from online to offline
Step 3: Encourages followers to
spread their words
5. (RED) SOCIAL MEDIA`S FUNCTIONS
2. Online fundraising tools
● Provides easy ways accessing to donate page
● Provides multiple channels for audiences to support (RED)
● Keeps updating the amount of donates and treatment cases to ensure transparency
●
Donate link
Buy products to
support (RED)
Donate records
6. (RED) SOCIAL MEDIA`S FUNCTIONS
3. Connecting with partner brands
● Interacts with partner brands
● Introduces and promotes (RED) products which are associated with partner brands
Interacts and
retweets with Apple
Promotes Starbucks
and Beats` (RED)
products
7. INTEGRATED CAMPAIGN IN AIDS DAY
● Initiated the “endAIDS” campaign on Dec.1, the World AIDS Day
● Some of the largest companies in the world join and support this campaign in fighting AIDS
● Theme: Join (RED) & together let's #endAIDS
● Partners: Coca-Cola/ Apple/ Starbucks/ Bank of America/ Beats
● Channels: Website/ Facebook/ Twitter/ Instagram/ ITunes/ Apple Store/ Online Stores
8. INTEGRATED CAMPAIGN IN AIDS DAY
Stage 1: Campaign Initiation
● Initiated the #endAIDS campaign through social media platforms
● Draw people attention and forecast AIDS day`s event
● Triggered partner brands` promotion
Nov.25th
。 。 。Nov. 29th
Event notice (RED) Apps Introduction
2 weeks ago
Theme poster
9. Stage 2: Partner brands` responses
● Responsed with unified visual: Turn RED
● Partner brands issued diverse and creative campaigns to support (RED)
● Alternative channels: mobile Apps and App store
INTEGRATED CAMPAIGN IN AIDS DAY
Nov. 24th
Tweet: “Get apps. Save Lives.” App Store: “APPS FOR RED” page Participating (PRODUCT) RED apps
。 。Dec. 7th
10. INTEGRATED CAMPAIGN IN AIDS DAY
Stage 2: Partner brands` responses
● Responsed with unified visual: Turn RED
● Partner brands issued diverse and creative campaigns to support (RED)
● Alternative channels: mobile Apps and App store
Nike & Bank of America & (RED) Campaign:
Turn your miles (RED) on Nike.com
Extended the campaign on mobile Apps
11. INTEGRATED CAMPAIGN IN AIDS DAY
Stage 3: AIDS day event
● Live event #onestep4RED: from online to offline
● Provided live channel on Twitter and Facebook
● Event participants and partner brands reported on social media
Live and video of #onestep4RED
at New York Time Square
Participants and partner brands` reports
12. ANALYSIS
● Diverse Channels
Mainstream channels & alternative channels to cover different audiences
● Powerful partners
Big brands aligned with (RED) to engage their stakeholders in the campaign
● Good Timing
Black Friday & AIDS day, huge purchase & rapid growth visits to big brands
● Commitment & Engagement
Join (RED) to end AIDS
● Easy & Fun
Multiple ways to participate and donate
● O2O
Consistent and interactive experience from online to offline
