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Project Red Brands Get Boost from MySpace Promotion
October 18, 2006
Last week I received two emails in my MySpace Mail account from Tom Anderson, co-founder of MySpace, encouraging me to Join (RED), the charity backed by Bono established to raise awareness and money to invest in African AIDS programmes. The campaign offers a good case study for brands looking for innovative ways to advertise on social networks.
Hitwise data show that the (PRODUCT) Red website experienced a 70-fold increase in market share of UK internet visits to become the #1 website in the Hitwise Communities - Humanitarian category last week, up from #73 the week before.
MySpace accounted for 89.5% of upstream visits to (PRODUCT) Red last week and MySpace Mail was the #2 referrer of visits, accounting for 3.8% of website visits. Tom's email directed me (and all other members who accepted Tom's initial welcome to MySpace) to (RED)’s MySpace profile that includes links to (PRODUCT) Red and other related websites. Last week (PRODUCT) Red was the #18 downstream website from MySpace, which last week ranked #10 based on share of UK internet visits among all categories of websites.
Brands associated with (RED) seem to be benefiting from the MySpace promotion. Converse Online received 9.34% of downstream visits from (PRODUCT) Red last week, Gap received 7.9%, and American Express 2.16%.
(RED) is an example of successful promotion on MySpace, leveraging the power of a social network to rapidly reach a large network of consumers. Brands are increasingly looking at social networks for opportunities to engage with a younger audience. (RED) offers a best practice example of how brands can engage with consumers in innovative ways online, whilst contributing to a good cause.
Posted by Heather Hopkins at 10:44 AM
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Comments
Natasha, Your wish is our command! LeeAnn posted on this exact phenomena using US data - which is the market that the Oprah appearance affected.
Here's the link to LeeAnn's story.
http://weblogs.hitwise.com/leeann-prescott/2006/10/product_red_successful_in_driv.html
Posted by Heather Hopkins | October 24, 2006 11:57 AM
What affect do you think that the "Oprah factor" (That an appearance on her show will send your product sales through the roof) played in these numbers? The Red Initiative appeared on Oprah at the same time as the uptick in traffic. I'd love to see some sort of comparison. Matter 'o fact I would love to see what effect mentions on Oprah have on visits to websites featured on the show via Hitwise Data. Maybe sometime in the future? The SEO in me says that would make for great linkbait as well... :)
Posted by Natasha Robinson | October 24, 2006 06:50 AM