Use a call to action to drive engagement.
@TheBHF used Twitter’s auto-response mechanic which prompted people to ‘like’ the launch Tweet to receive a bespoke response. Less than one in ten received a response of survival with nine in ten learning that because nobody nearby knew CPR - they had not survived. The original launch Tweet created a massive spike in conversation.
Being able to deliver a campaign that was so in line with core BHF messaging, but in a way that was cutting edge, gave us a chance to reach an entirely new audience. Not only did we see massive engagement on the day, but since the campaign launched we’ve had great feedback from the UK public.