Go Red for Women recently launched two Facebook initiatives as part of an integrated effort to support National Wear Red Day. Go behind the scenes to understand the elements that made the campaign a runaway success.

The American Heart Association's Go Red Facebook campaign celebrates the power of women to band together to wipe out heart disease, and attracted nearly 28,000 members in just a few weeks.

In this master class, The AHA and Edelman Digital will take you behind the scenes to understand how this social marketing initiative fit together within a broader marketing program that inspired 140,000 women to participate.

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Speaker(s): Any Ghandi, director of marketing, consumer markets, American Heart Association; and Steve Rubel, SVP, director of insights, Edelman Digital/author of the Micro Persuasion blog

Format: MP3