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TURN (RED),SAVE LIVES.THE (RED) CAMPAIGN SOCIAL MEDIA ANALYSIS
PENG(MAX) ZHANGDEC.3,2014
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
● 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
(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
(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
(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
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
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
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
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
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
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
THANK YOU!BY PENG(MAX) ZHANG
Peng (Max) Zhang @Max Zhang @naforngo