THIS JUNE WE GAVE PEOPLE MORE WAYS TO
BY DOING THE THINGS THEY LOVE – SHOPPING, GOING TO THE MOVIES, AND USING THEIR VOICES ON SOCIAL MEDIA. 30 Days 1 music fesAval 2 new (PRODUCT)RED partners 3 new ways to BUY, WATCH & SHARE (RED) 8 media partners 66 celebriAes supporAng 1,659 Vine videos $100,000 raised through social media alone 150+ MM PR impressions 188+MM media impressions 369+ MM potenAal social media impressions 1 fight for an AIDS FREE GENERATION
Popular design site Fab.com launched the (FAB)RED Pop-‐Up Shop on June 1st running unAl June 10th, bringing together many of the iconic (PRODUCT)RED items in addiAon to a new line of custom-‐created T’s, totes and posters in one carted experience.
Over 570 Products were purchased with porAons from each sale contributed to the Global Fund to fight AIDS
And total potenAal social media impressions among Fab.com, (RED), and (RED) partners reached over 30 MILLION
A custom (FAB)RED email was also sent out to their
4.5 MILLION subscribers
Picture
Bed Bath & Beyond, the home goods mega-‐giant, launched as one of the (RED)’s latest special ediAon partners this June. A $25 (BED BATH & BEYOND)RED Gi] Card was released online and in stores throughout the US with $1 from each card purchase going directly to the Global Fund.
From June 1st – 10th ad units generated over 30 MILLION media impressions for the Bed Bath & Beyond Gi] Card
HEAD, the leading global tennis brand, introduced a special ediAon (RED)-‐branded tennis racquet bag and backpack this June. Coinciding launch with the French Open, tennis greats carried the bag with them on court to show their support. (HEAD)RED players including Novak Djokovic, Andy Murray and Maria Sharapova also collaborated in a video advocaAng the partnership.
Bill Gates showed support of the Special Edi`on bag at an NGO event in France The (HEAD)RED video has garnered over 90k views on YouTube since launch
Between (HEAD)RED players, (RED) partners and celebs, 17+ MILLION potenAal social media impressions were generated
The (HEAD)RED Special Edi`on bags had phenomenal on-‐air presence at the French Open
There was even cross-‐ collabora`on among (RED) partner Beats by Dre at the French Open
PRESS + MEDIA IMPRESSION BREAKDOWN
36.2+ MM 68.1 MM 30+ MM (ad units) 138.9+ MM Total = 273.2 MM PR + media impressions
(RED) and AMC Theatres came together for a first-‐of-‐its-‐kind movie iniAaAve: From June 1st through 10th, AMC donated 40 cents – the cost of one day of life-‐saving HIV medicaAon – for every movie Acket sold in one of their U.S. theaters, with a commitment of $100,000.
AMC ad units generated over 36+MM impressions during the ten day period
And with (RED) celebrity support + (RED) and AMC’s digital pushes, potenAal social media impressions reached 60+ MILLION
Want to help @RED raise $100,000 to fight AIDS just by going to the movies? Make a difference. Go to @AMCTheatres hep://bit.ly/121sBJM
PRESS + MEDIA IMPRESSIONS
87.1+ MM 36+ MM (ad units) Total = 123.1 MM PR + media impressions
+
+
On June 5th, (RED) partnered with Mashable to create the first-‐ever Vine world record for ‘The Most Vine Videos Created in 24 hours for a Cause.’ We received amazing support from our partners, audience, and influencers all over the world, from Biz Stone to Dita Von Teese.
…AND WE DID IT.
24 HOURS. 1,659 VINE VIDEOS. 130 MILLION POTENTIAL SOCIAL MEDIA IMPRESSIONS. Source: www.simplymeasured.com
CHOOSE (RED) SAVE LIVES #REDWorldRecord
PRESS + MEDIA IMPRESSIONS
Total = 88+ MM PR + media impressions
ConAnuing to support the global fight against AIDS, Johnson & Johnson teamed up with (RED) to create an infographic showing the decline in number of babies born with HIV every day and how, by 2015, that number can be close to ZERO. For every ‘Like’, ‘Tweet’ or ‘Pin’ of the infographic, $1 was donated to the Global Fund to help deliver an AIDS FREE GENERATION, up to $100,000.
RT & help @RED raise $100,000 to fight for an AIDS FREE GENERATION! @JNJCares gives $1 per share! #shareRED pic.twieer.com/wF9ZThKHFQ
PRESS + MEDIA IMPRESSIONS
Total = 86 MM PR + media impressions
Like moths to a flame, audiences are drawn to simple, powerful stories. (RED) + The Moth hosted a StorySLAM at 92Y Tribeca in New York City. The theme? The color RED. Ten unforgelable stories, rated by three teams of judges, resulted in one winner and a night to remember.
Deborah Dugan, CEO of (RED), kicks off the night of storytelling
Audience members tuned into the stories while relaxing in their (FATBOY)RED Original Bean Bag Chairs
Model & author, Kelly Bensimon, and actress, Penelope Mitchell, aeend the (MOTH)RED StorySLAM
2 days. 100+ bands. All supporAng (RED) in the fight for an AIDS FREE GENERATION. (RED) set up shop at the Warped Tour shows in Pomona, California. ArAsts, crew, and volunteers sported their (RED) T’s, while concert-‐goers could visit the (RED) tent to lounge in (FATBOY)RED Original Bean Bag Chairs and check out the latest (GIRL)RED decks & T’s.
PARTNER ACTIVATION
Beats by Dre parAcipated in the (FAB)RED Pop-‐Up Shop with their (PRODUCT)RED Solo HD Headphones, and collaborated with (HEAD)RED to provide their players with headphones at the French Open. Beats also created a musically inspired #REDWorldRecord Vine video.
As one of (RED)’s latest Special EdiAon partners, Bed Bath & Beyond launched their (PRODUCT)RED Giq Card just in Ame to gi] for Father’s Day and graduaAon. $1 from every card purchased goes to the Global Fund to fight AIDS on the ground in Africa.
Exclusively sold on the (FAB)RED Pop-‐Up Shop from June 1st – 10th, Bugaboo created twenty Special Edi`on (PRODUCT)RED + Andy Warhol Cameleon3 Strollers, featuring blue flowered Warhol print tailored fabric. Each stroller purchased can provide up to sixteen weeks of lifesaving medicine to someone living with HIV in Africa.
In support of (RED)’s June iniAaAve, Boeletop hosted their annual Full Circle art and music event to raise funds for the Bolletop FoundaAon to fight AIDS. As part of the Text box: Partner IntroducAon event, two new addiAons to the (BOTTLETOP)RED collec`on were introduced, including the (PRODUCT)RED Special Edi`on Amaranta and Anna Braided Bags.
Fatboy was everywhere for CHOOSE (RED), SAVE LIVES! From helping people set a #REDWorldRecord in Times Square, to having their (PRODUCT)RED Special Edi`on collec`on in the (FAB)RED Pop-‐Up Shop, to comforAng lounging storytellers at the (MOTH)RED event to even housing bands at Warped Tour, (FATBOY)RED could not be missed.
As one of the partners parAcipaAng in the first ever (FAB)RED Pop-‐Up Shop, CEO and Founder of FEED Projects, Lauren Bush Lauren, showed her excitement in the ease of making a global impact through shopping. The (FEED)RED Love 30 Bag sold well on the Fab.com Pop-‐Up Shop.
ConAnuing to partner with pro-‐skaters Kenny Anderson and Mike Carroll, Girl introduced two new red-‐colored (PRODUCT)RED Special Edi`on Decks, along with a complete set of five graphic T’s. (GIRL)RED was part of the (FAB)RED Pop-‐Up Shop, collaborated with mophie on a limited ediAon balery case, and hosted (RED) events at skate shops and Warped Tour.
On June 1st, (GIRL)RED held an event featuring their latest (PRODUCT)RED items with pro-‐skaters Kenny Anderson and Mike Carroll at an Ac`ve Ride Shop in LA
New (RED) Special EdiAon partner, HEAD Tennis, made global noise during it’s June launch. With massive presence on court at the French Open, the latest (HEAD)RED Special Edi`on collec`on also appeared on the (FAB)RED Pop-‐Up Shop and in Times Square as part of the featured gallery for the #REDWorldRecord.
As part of the (FAB)RED Pop-‐Up Shop, the mophie (PRODUCT)RED collec`on almost enArely sold out! In addiAon, they collaborated with (GIRL)RED to create an exclusive balery case, and ran a digital photo contest by asking fans to create a picsAtch using their (RED) products. Throughout June 1st-‐10th, mophie doubled their contribuAons on every (MOPHIE)RED purchase to show extra support in fighAng for an AIDS FREE GENERATION.
UNTIL NEXT YEAR…THANK YOU.