Case Study: (RED) achieves massive social reach and streamlined campaign management with Hootsuite

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

(RED) is a nonprofit founded in 2006 to engage businesses and people in the fight against AIDS. Every day 650 babies are born with HIV despite life‑saving medication that can cost as little as $0.40 per day; (RED) has raised over $275 million for the Global Fund, supporting programs that have impacted some 55 million lives. The organization needed a way to scale awareness and drive action globally through social channels.

Using Hootsuite, (RED) ran campaigns like EAT (RED). DRINK (RED). SAVE LIVES, mobilizing more than 500 restaurants, bars and food trucks in 120+ cities, branded hashtags, sweepstakes and Twitter takeovers to engage fans. By leveraging Hootsuite’s listening, engagement, analytics, tagging and Instagram integrations, a small global team streamlined campaign workflow and generated hundreds of millions of media and PR impressions, about 215 million potential social impressions, new media partnerships and broadened reach for its fundraising and advocacy work.

RED

Colleen Donnelly

Social Media & Content Manager