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Product Red: A Gateway For Merchandising
Hitwise will announce in an upcoming press release that for the week ending October 14, over 66% of users who accessed the Join RED website continued on to visit the campaign's merchandising partners. The Product RED campaign raises money to support the Global Fund to fight AIDS.
According to Hitwise, "The 66.3 percent figure is based on the participating merchandisers among the top-10 downstream websites from www.joinred.com for the week ending October 14, 2006."
It appears red could be the color of choice for fall advertising.
Apple, for example, has released a Product Red Special Edition of its wildly popular iPod Nano.
Gap, however, seems to be the real winner when it comes to Product Red merchandising. The company received a staggering 26.89% downstream share in promoting its line of (RED) apparel.
Emperio Armani, Motorola, Converse, and American express are among the other sponsors featuring special products geared specifically toward the Product Red campaign.
The campaign's merchandising partners have to be thrilled with a 66% click through rate from the site's visitors.
Bill Tancer, general manager of global research at Hitwise, comments on the figures, "The (RED) campaign represents a coordinated global effort to raise awareness and money for a worthy cause,"
"This data proves that making charity fashionable is a powerful way, not only to drive retail visits, but also as a way to drive product and charity interest among consumers."
Promotion of the Product Red site hit an all time high after campaign founder and U2 front man Bono made an October 13th appearance on Oprah. Site traffic increased by nearly 2600 percent in comparison to the previous day's figures.
More information on the Product Red campaign and its merchandising partners can be found by following this link.
Tags: Hitwise, Product Red
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