REFERENCES 549QUESTIONS
- Assess the approach of the Global Fund.
- What did it do well and why?
- What could have been done differently and why?
- Did it use online channels and social media well? Why
or why not? - How could it build a new campaign upon this one in the
future?
6. Which media should be used more intensively? Which
ones can be dropped?
7. Should it keep on using celebrity endorsement? Why or
why not? What type of celebrity? - How could it alter its campaign to support the brand
equity of the Global Fund better than in the previous
campaign?
Sources : http://www.causes.com ; http://www.youtube.com/bornhivfree?x=support ; http://www.youtube.com/watch?v=tkrG9voS24c ; http://www.theglobalfund.
org. All information and documentation provided by Claudia Gonzalez, Head of Marketing, The Global Fund to fight AIDS, TB and Malaria.References
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28 http://www.smartinsights.com/digital-marketing-strategy/
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29 http://www.pwc.com/en_GX/gx/entertainment-media/
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30 http://www.aimia.com.au/enews/IAB/IAB%20Retail%20
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31 http://www.iabuk.net/video/starbucks-building-brands-
online-trilogy , http://www.iabuk.net/sites/default/fi les/M15_PELS3221_05_SE_C15.indd 549M15_PELS3221_05_SE_C15.indd 549 6/6/13 8:55 AM6/6/13 8:55 AM