• •
•
1/6/2011
2
•
• – – • – –
1/6/2011
3
•
•
•
•
1/6/2011
4
1/6/2011
5
1/6/2011
6
1/6/2011
7
1/6/2011
8
1/6/2011
9
1/6/2011
10
1/6/2011
11
•
• – – – – • • • • • – – – 1/6/2011
Draft
12
–
–
– – –
–
1/6/2011
13
1/6/2011
Draft
14
1/6/2011
15
• – – – – – – – – – – 18
(RED) Social Networks Facebook Advertising (RED) Email (PRODUCT)RED PARTNERS PR Landmarks
Joinred.com
Online Media Friends & Celebrities 1/6/2011
19
• PR & Outreach – 1.2 Billion Impressions to Date to promote the campaign – CNN, Huffington Post, AD Age, Parents, Access Hollywood, USA Today, Daily Beast, Reuters, etc… • Digital Partners – 154 Million Impressions to Date to promote the campaign – Spotify, Goal.com, AOL, Yahoo!, Oprah.com, MSNBC.com, Tonic.com Fader, Funny or Die, MTV Networks, etc… • OOH, TV & Print – 235 Million Impressions to Date
– US & Europe Billboards, Mall displays, Time, Sports Illustrated, Discovery, Bloomberg, CNN, MSNBC, etc… • (RED) Facebook Advertising – 184 Million Impressions to Date – Targeted ads to Facebook users • (RED) Properties – 23 Million Impressions to Date – Joinred.com, (RED) Email Database, Blog, FB, Twitter • (RED) Proud Partners - 34 Million Impressions to Date – Nike, Starbucks, Dell, Gap, Bugaboo, Converse, Emporio Armani, Beats, Penguin, Timbuk2, Girl • Celebrities, Friends of (RED) - 14 Million Impressions to Date
– eg: Biz Stone, Coldplay, Christy Turlington, UN Foundation, Thrillist, Threadless, etc…
• 1.8 Billion Impressions Worldwide.
• –
– Avg. Week
Key WAD Activity 11/30 – 12/7
Var %
Website Visits
77,530
584,613
654%
Page Impressions
295,489
1,753,838
493%
6,547
43,156
559%
Blog Visits
1/6/2011 21 *NOTE: Tracking not available for Ushahidi map page (turnred.joinred.com) so these numbers are likely understated and the other metrics are affected (time on site, page viewed, bounce rate, etc.)
• –
1/6/2011
Draft
22
• •
Screenshots of Twitter, FB, MySpace - estimated Reach w/ messaging - Foursquare Badge
1/6/2011
Draft
23
• –
1/6/2011
24
•
‘ – – –
‘ ‘ ‘
’
Impressions 184,521,934 Clicks 83,899 CTR 0.05% Avg. CPC $0.54 New Tracked Fans 38,166 CPA $1.03
1/6/2011
’ ’
’
• –
1/6/2011
11/30 Email
12/1 Email
Avg. 2010 (RED)
Email Open Rate %
22.2%
14.7%
21.2%
Click-to-Open %
23.8%
26.8%
15.7%
CTR %
5.3%
4.0%
3.3%
Draft
26
•
(APPLE)RED featured the AIDS Free Generation campaign on the homepage of apple.com.
•
(BUGABOO)RED hosted an eBay auction for an exclusive stroller designed by Gwen Stefani with all proceeds going to the Global Fund. The auction was quite successful with 39 bids. They also featured the AIDS Free Generation campaign globally across both online and offline retailers, including window displays in El Corte Ingles and Rabana in Spain and additional retailers in Germany.
•
(Converse)RED hosted a digital takeover of the Converse.com homepage with a World AIDS Day (RED) content series, featuring videos from the (RED)NIGHTS concerts, artwork from '2015' artists, and stories and interviews from (RED)'s recent trip to Ghana. (CONVERSE)RED also promoted downloads of an exclusive live recorded album from a recent performance of The Frames on their 20th Anniversary Tour, all of which is (RED). Fans downloaded the entire show for 2€ on theframes.com, with proceeds going directly to the Global Fund. In the retail space, Converse opened their first flagship stores in SoHo in New York City and on Newbury Street in Boston. Damien Hirst (PRODUCT)RED artwork was featured in the windows and in-store displays. The artist's signature shoe was launched in US stores and throughout global markets.
•
(DELL)RED doubled sales on all (DELL)RED products from 11/27-12/3 in support of World AIDS Day and pushed the campaign out to their global email database. Winning artwork from the highly anticipated Threadless + (DELL)RED competition launched as special edition tshirts and laptops on Threadless.com and Dell.com. Dell also promoted the AIDS Free Generation message to their social networks via Facebook and Twitter.
•
(EMPORIO ARMANI)RED turned store windows (RED) in support of World AIDS Day in Paris, New York, LA and Milan, with the windows carrying the AIDS-free generation message.
•
(GAP)RED supported (RED) and World AIDS Day with in-store banners and the latest collection of (RED) Ts throughout the UK.
•
(STARBUCKS)RED kicked off their December month by turning all beverages (RED) on World AIDS Day across the US, Canada, UK & Ireland. 5c/5p from every beverage sold went to the Global Fund. The Jonathan Adler (PRODUCT) RED signature mug & Card, which launched mid-November, was the special feature across Starbucks stores on World AIDS Day as they kicked-off their '12 Days of Sharing' event. (STARBUCKS)RED also debuted ed the Killers video for their new song “Boots,”created exclusively for (RED), on Starbucks.com on World AIDS Day, contributing $.05 to the Global Fund for every view. In the UK, (STARBUCKS) RED provided significant support for World AIDS Day with a press, outdoor and digital campaign which focused on the thought that if everyone bought a coffee on World AIDS Day, it would add up to a significant impact. The campaign ran with the line „Make your coffee count‟ and included interactive facebook tool to help illustrate to consumers the impact they and their friends could have by simply buying a SBX coffee on Dec 1st.
•
(NIKE)RED featured the campaign throughout their social networks and the laces received prominent placement in retail globally.
1/6/2011
27
•
(PENGUIN CLASSICS)RED launched in the US and Canada while also launching their 2nd series of (RED) classics on World AIDS Day in the original English speaking markets that launched in May such as UK, Australia, Singapore and South Africa. Support included media coverage & competition with the Guardian online and coverage on penguin.co.uk with limited edition posters of the book jacket designs, signed by the designers and other content covering the design element to the books. They also offered a downloadable free poster file of 3 of the book jacket designs, which were well received – several hundred downloads of the designs in the first few days.
•
(BEATS BY DRE)RED showed their support on World AIDS day by supporting AFG campaign through their social networks.
•
(CAROLINA BUCCI)RED showed their support on World AIDS Day by turning their London store (RED) for the week and also by securing space at Harrods to do a (RED) takeover in the windows adjacent to the VIP entrance.
•
(GIRL SKATEBOARDS)RED turned their homepage (RED) for World AIDS Day, and included a video of their skate park turning (RED). They also did a beautiful job with painting the wall on La Brea which included AIDS Free Generation messaging.
•
(SHAZAM)RED gave us their „listening screen‟ for the day which is a 10 second ad which ran every time someone tagged a song on their iPhone using Shazam Encore, (Shazam)RED or the free Shazam app. There are currently over 20 million users worldwide on the iPhone, with around 2 million tags taking place each day – therefore quite a few people were able to see the (RED) message!
•
(SOLANGE AZAGURY PARTRIDGE)RED launched the Heart Special Edition pendant in time for World AIDS Day. Solange also showed her support by turning stores in London, New York and Los Angeles (RED) and placing the Hot Lips ring and Heart pendant in all windows.
•
(TIMBUK2)RED turned their homepage (RED) and pushed out the AFG messaging to their email database.
1/6/2011
28
•
•
1/6/2011
30
•
Converse Stores – NYC, Boston
Bugaboo Retailers – UK, Spain
Starbucks Stores – NYC, UK
1/6/2011
31
•
Emporio Armani Store
Solange Azagury Patridge Boutiques – NYC, LA, UK
Gap - UK 1/6/2011
Draft
32
•
•
1/6/2011
34