Advertising Case Study
Chrysi Philalithes, Director of Digital Strategy and Marketing, (RED)
(RED) partners with the world’s most iconic brands –including Nike, Apple and Starbucks – to create(PRODUCT)
™ branded products that help fght AIDS inArica. (RED) partners contribute up to 50 percent o theirprofts on the sale o (PRODUCT)
products directly to theGlobal Fund to help eliminate AIDS in Arica. Since launchingin 2006, (RED) partners and events have generated morethan $150 million, o which 100 percent goes directly towork on the ground in Arica. Global Fund (RED) fnancedgrants support locally designed programs that provideantiretroviral therapy or HIV positive individuals, supportHIV prevention, eed and educate children orphaned byAIDS, and provide the low-cost treatments needed to reducethe risk o transmission o HIV rom mother to child.
(RED) has run several campaigns on Facebook with the aimo raising awareness o (RED)’s mission to help eliminateAIDS in Arica by driving engagement and participation.“Facebook is a natural ft with us, because at (RED), theprinciple o the collective “network eect” is core to ourmodel and cause,” says Chrysi Philalithes, Director oDigital Strategy and Marketing at (RED). “Facebook allows(RED) to engage people in interesting and creative ways.It allows individuals to support our cause and spread ourmessage. Facebook has been very generous in supporting(RED) and some o our most successul campaigns havebeen on Facebook.” One o (RED)’s most successul
Facebook Executive Summary
Engage consumers andbusinesses in the fght to helpeliminate AIDS in Arica. Makethem aware o the issues and drivepurchase o (PRODUCT)
Run imaginative, innovative,user-centered campaigns aroundsignifcant calendar events andpartner initiatives
engagement serve as a highlyeective marketing tool or (RED)
a good ft with Facebook’scommunity-oriented audience
Facebook is a natural ft with us, because at (RED),the principle o the collective “network eect” iscore to our model and cause. Facebook allows (RED)to engage people in interesting and creative ways.