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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  


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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    


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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.  


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