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TURN (RED), SAVE LIVES. THE (RED) CAMPAIGN SOCIAL MEDIA ANALYSIS PENG(MAX) ZHANG DEC.3,2014

Turn (red), save lives

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Page 1: Turn (red), save lives

TURN (RED),SAVE LIVES.THE (RED) CAMPAIGN SOCIAL MEDIA ANALYSIS

PENG(MAX) ZHANGDEC.3,2014

Page 2: Turn (red), save lives

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

Page 3: Turn (red), save lives

● 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

Page 4: Turn (red), save lives

(RED) SOCIAL MEDIA`S FUNCTIONS1. 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

Page 5: Turn (red), save lives

(RED) SOCIAL MEDIA`S FUNCTIONS2. 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

Page 6: Turn (red), save lives

(RED) SOCIAL MEDIA`S FUNCTIONS3. 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

Page 7: Turn (red), save lives

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

Page 8: Turn (red), save lives

INTEGRATED CAMPAIGN IN AIDS DAYStage 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

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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

Page 10: Turn (red), save lives

INTEGRATED CAMPAIGN IN AIDS DAYStage 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

Page 11: Turn (red), save lives

INTEGRATED CAMPAIGN IN AIDS DAYStage 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 #onestep4REDat New York Time Square

Participants and partner brands` reports

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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

Page 13: Turn (red), save lives

THANK YOU!BY PENG(MAX) ZHANG

Peng (Max) Zhang @Max Zhang @naforngo