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Marketing firms behind RED campaign

Like their business model, the marketing strategy of Product (RED) is seamlessly executed. The firms behind the (RED) brand, Wolff Olins and Buzztone, have managed to roll social networking, shopping, philanthropy and celebrities all into a brilliant cross-media campaign. As the Chicago Tribune writes, ” The key to Product Red is that it’s not just a cause, it’s a brand. Combining style with an altruistic message gives immediate status to a product especially when it’s endorsed by stars.” And, speaking of stars, everyone who’s anyone seems to have joined (RED) in a free-for-all of celebrity/brand mashups. Kate Moss is on the (RED) cover of the Independent, Steven Spielberg is on the back of today’s New York Post and Chris Rock graces (RED) pages of the New Yorker. The viral success is already showing on the (RED) blog and (RED) Myspace page, which boast 36,777 visitors and 268,806 friends, respectively. Sales aren’t bad either – so far the project has raised over $10 million for the Global Fund, with sights on $500 million annually as their product line expands to higher ticket items (like cars).

SearchViews : Bono’s (Red) Campaign is Cross-Media Magic

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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