Brand Case Study: High-Impact Social Media

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Chrysi Philalithes, Chief Digital Officer, (RED)

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Brand Case Study: High-Impact Social Media

  1. 1. Chrysi PhilalithesChief Digital Officer@chrysi @joinRED
  2. 2. “ “(RED) is in a league of its own when it comes to social media following. Devex: International Development(RED) IS THE FIRSTNON-PROFIT TO HAVEREACHED OVER 1 MILLIONFOLLOWERS ON BOTHFACEBOOK AND TWITTER.
  3. 3. THE LAZARUS EFFECTMotselisi, Before & After 90 days of lifesaving antiretroviraltreatment - medicine that only costs 40 cents a day.
  4. 4. OUR GOALEVERY GENERATION IS KNOWN FORSOMETHING. LET’S BE THE ONE THATDELIVERS AN AIDS FREE GENERATION.
  5. 5. WE PARTNER WITH THE WORLD’SMOST SOUGHT AFTER BRANDS... SPECIAL EDITION
  6. 6. ...TO CREATE ICONIC (RED) ITEMS...
  7. 7. ...AND POWERFUL (RED) MOMENTS. ELLE GOES (RED) (RED) LAUNCHES ON OPRAH(RED) PARTNER ACTIVATION THE WEB TURNS (RED) VANITY FAIR GOES (RED) SOTHEBY’S (RED) AUCTION LANDMARKS TURN (RED) ON WORLD AIDS DAY
  8. 8. 6 YEARS WE’VEIN JUST + Raised over $195 MILLION for the Global Fund + 100% of the money goes to HIV/AIDS health programs via the Global Fund – no overhead is taken. + Global Fund (RED) grants have impacted the lives of over 14 MILLION
  9. 9. Digital and social have been at the core withan audience of OVER 3 MILLION people. (RED)’s digital mantra in 140 characters: PARTICIPATION NOT PROMOTION. DIALOGUE NOT MONOLOGUE. EMPOWERING NOT EXCLUDING. INSPIRING NOT FORCING. INNOVATING NOT FOLLOWING.
  10. 10. A FEW THINGS WE’VELEARNED ALONG THE WAY... + It’s about them, not us + Do the unexpected + I heart badges + A picture tells a thousand words + Fail quickly
  11. 11. (RED) + STARBUCKS + FOURSQUARE Raised $250,000 in 8 days
  12. 12. FROM JUNE 1-10Every time you checked-in on foursquare at a participatingStarbucks, they contributed $1 to the Global Fund. AND FOURSQUARE USERS UNLOCKED A LIMITED EDITION (RED)RUSH BADGE.
  13. 13. THE RESULTSGoal+ We achieved our goal of 250,000 check-ins in just 8 days – 2 days early!Key foursquare Stats+ Over 350,000 check-ins in 10 days+ Starbucks saw a 20% lift in check-ins on launch day+ Starbucks also saw a 27% lift in check-ins from the 10 daysprior, and a 25% lift from the 10 days post+ This was foursquare’s largest non-profit campaign to dateSocial Networks+ Tens of thousands of tweets and Facebook posts weregenerated from people checking in and unlocking the limitededition foursquare badge
  14. 14. TURNING THEWORLD (RED)Both Online & Offline
  15. 15. For World AIDS Day 2010, over 90 landmarks around the world turned (RED).
  16. 16. TURNING THE WEB (RED)
  17. 17. Our campaign went live on November 29that approx. 4PM ET beginning with the lightingof landmarks by time zone.By 2:50AM ET on December 1st, we reachedour goal - our map of the world HAD turned(RED) in every time zone because of socialmedia support.All before the U.S. had woken up.
  18. 18. ONE COLOR UNITES USFacebook & Twitter Turn (RED)
  19. 19. ONE COLOR UNITES USLiterally turned (RED) – literally. Twitter
  20. 20. ONE COLOR UNITES US Facebook turned (RED) as well.
  21. 21. THE RESULTSTwitter+ Over half a million tweets turned (RED)+ 111 followers per minute on World AIDS DayFacebook+ 148 new fans per minute on World AIDS DayOverall Social Audience+ (RED)’s social networking audiences grew by over 300,000people during the week surrounding World AIDS Day 2009Increased Fan Value+ The increase in (RED)’s Facebook fans during the week of World AIDS Day(225,660) could be estimated at around $30 MILLION in increased fan value + Syncapse – a measurement firm came out with a report in June 2010 that estimated the average Facebook fan is apparently worth around $136.38 to any given brandReach+ Through the help of media partners and friends of (RED), we were able to reachclose to 50 MILLION people on Twitter in one day + Brands pay celebrities & influencers to tweet for them and will often pay as much as $.0040 per follower – which would be estimated at approx. $200k in media for one day (MediaBistro.com - Written by Matt Van Hoven on Dec. 21, 2009)
  22. 22. THANK YOU@chrysi @joinRED

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