(RED) paints the culinary world red in the fight against AIDS

How (RED) nonprofit won over 900 million impressions on social media with one campaign

Resource Type
Case Study

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The nonprofit organization (RED) uses social media and Hootsuite to raise global awareness and present people with actionable ways to help fight AIDS. One recent campaign, EAT (RED). DRINK (RED). SAVE LIVES, had over 500 businesses in over 120 cities participate for ten days by offering red dishes and cocktails in order to raise money for the Global Fund to fight AIDS. The campaign incorporated digital media into the fold in many ways, such as branded hashtags, sweepstakes, and five Twitter takeovers by celebrity chefs.

By using Hootsuite during the  EAT (RED). DRINK (RED). SAVE LIVES campaign they achieved amazing results over the 10 day period:

  • Hundreds of millions of media and PR impressions
  • 215 million potential social media impressions
  • 7 new media partners
  • 5 celebrity chef Twitter takeovers

Download the case study to discover how you too can capture millions of social media impressions.

Social media is how we communicate with our audience and get the word out about (RED); Hootsuite helps us do just that.—Colleen Donnelly, Social Media & Content Manager, (RED)

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