The document proposes an "If(Then)" marketing campaign using social media, videos, and mobile payments to directly target potential donors and inform them about how to contribute to HIV/AIDS relief efforts through Product (Red) without needing to make a purchase, with the goal of increasing donations and helping Product (Red) "finish saving the world". Metrics like social media engagement, video views, ad clicks, and mobile transactions would track the campaign's success in expanding Product (Red)'s donor base.

1. How to Finish
Saving the World
A Sequel to:
How to Start
Saving the World
by:

2. How It Started
*
A customer 50% of the 100% of that money goes toward The customer has their new
chooses profits go to HIV health and community (Red) product and can continue
Product The Global support in Africa, and will to shop (Red) or donate to the
(Red) Fund continue to in the future Global Fund via (Red)
• Product (Red) certainly is doing great work, but they’re
still missing out
• A more concise new media strategy targets those who
would like to donate without making a purchase
• It’s time to inform and entertain
*graphic via http://www.joinred.com/aboutred
please don’t sue me

3. Starting the Finish
• Internet Marketing
Using social media and mobile
marketing to deliver a clearer message
Create a unifying voice that will inform,
entertain, and drive sales
• The If(Then) campaign
If Product (Red) uses this campaign,
then they’ll finish their story on saving
the world.

4. How the Story is Written
• Facebook & Twitter
Posting If(Then) statements with a
uniform voice
Form important bonds with sponsors
• Youtube
Follow the infographic trend
Inform and entertain
• Adwords
Target potential donors
• Wallet
Partner to give % to (Red)

5. Facebook & Twitter
• If(Then) posts
If this post gets 1,000 likes today IF Product (Red) reaches it’s goal
(Then) American Express will
donate $1,000 to The Global
Fund
If this post gets RT’d 1000 times
today (Then) @AmericanExpress
will donate $1,000 to @
TheGlobalFund #if(then) THEN we can raise the life expec-
• Sharing Youtube videos for tancy in Swaziland over 49 years.
entertaining content

6. Youtube
• Follow the trend of
infographics
• Create video infographics
and share on Facebook and
Twitter
• A well composed infographic
like The Anatomy of a
Computer Virus (http://vimeo.
INFORM (ENTERTAIN) com/25118844) is a great example
• Customers want
entertainment

7. Adwords
• Target donors (not purchasers)
Search terms like: “donation”, “aids
donations”, “unicef”, “hiv donations”, etc.
Donate via Product (Red) (Red) Helps the Global Fund
www.joinred.com www.joinred.com
Product (Red) takes donations too. Help Product (Red) help
Shop online or donate here to help. Shop online or donate here to help.
Taking AIDS Donations Not Just Another Store
www.joinred.com www.joinred.com
Donate through Product (Red) You don’t need to shop to help.
Donate, or shop online. Make donations through (Red).

8. Google Wallet
• By 2014 150 Million phones will have Near
Field Communication
• Google Wallet is currently struggling though.
• A partnership with Google will give 1% of
purchases to Product (Red)
A similar partnership is already held
with American Express

9. Success
• Success is ultimately measured
in increase in donations
Exposure can be measured on increase of
Facebook and Twitter follows
Customer interaction (number of post
likes and video views) is also measurable
• Google tracks Adwords clicks
and Return on Investment
• Wallet results will easily be
tracked via Google

10. • The salary of a New Media
Drivers License Graduate Budget
$0
• Since Product (Red) is a non-
profit and focuses only on its
goal, they piggyback off their
partners’ marketing budget
• This is simple and effective
enough for (Red) to do on their
own for a minimal cost