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(RED) Social Networks

Joinred.com

Facebook Advertising

(RED) Email

(PRODUCT)RED PARTNERS

PR

Landmarks

Online Media

Friends & Celebrities

• 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.

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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%

Blog Visits 6,547 43,156 559%

*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.)

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Screenshots of Twitter, FB, MySpace

- estimated Reach w/ messaging

- Foursquare Badge

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Impressions 184,521,934

Clicks 83,899

CTR 0.05%

Avg. CPC $0.54

New Tracked Fans 38,166

CPA $1.03

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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%

• (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 t-

shirts 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.

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• (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.

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Converse Stores – NYC, Boston

Starbucks Stores – NYC, UK

Bugaboo Retailers – UK, Spain

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Solange Azagury Patridge Boutiques – NYC, LA, UK

Gap - UK

Emporio Armani Store

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