(RED)
After a successful launch in 2007, 34 percent of Americans were aware of the brand (RED). Not shabby, but that left 66 percent who were not. And, of those who knew about (RED), 38 percent thought it was an offshoot of the Gap, and only 24 percent knew it was connected to AIDS in Africa. So, when (RED) asked DDB to rebuild its website, we knew that “just a website” wasn’t going to hack it. Instead, we built a POV on their business and brand and got to work. Our tasks were to increase the contribution (RED) makes to the Global Fund for HIV/AIDS, Tuberculosis and Malaria, increase awareness and understanding of the (RED) brand, and ensure that increased awareness and understanding led to greater consumer involvement, as reflected in sales and advocacy. Our strategy was to better leverage (RED)’s relationships with its partners to increase awareness and understanding through their own online marketing and engage consumers as “members,” expanding reach and understanding through their personal networks.
DDB focused on building a stronger presence for the brand within social media by including a series of brand experiences that educated the audience about (RED)’s connection to saving lives. To drive online awareness and education, we developed, produced and distributed (via joinred.com and YouTube) “The Lazarus Effect” video. YouTube users awarded The Lazarus Effect with 27 different honors and delivered over 180 million impressions.
DDB launched a new website which serves as the perfect foundation to address the brand’s many needs: education about AIDS in Africa and how (RED) works; supporting partners equally; and communicating frequent news and updates. In June 2008, the Global Fund reported 59 percent growth in the number of those receiving antiretroviral (ARV) treatment for HIV/AIDS due in part to the growth in (RED)’s contributions — from $20 million to $100 million.
