Case Study

How launched a Twitter campaign powered by hearts

Key results

The opportunity

More than 30,000 people have an out-of-hospital cardiac arrest each year and less than one in ten survive. Every year The British Heart Foundation () takes part in Day. This is a day dedicated to training people in life saving CPR skills. On  Day 2016, the charity took to Twitter to help people understand the need for essential CPR training to increase the survival rate immediately after a cardiac arrest.

The strategy

The goal of the campaign was to raise awareness of the issue and drive conversation on  day. Working closely with Twitter,  was able to use Twitter’s heart button creatively as part of its campaign.

Use a call to action to drive engagement.

 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.

Craft your copy to have the greatest impact

 carefully crafted the launch Tweet, and used emojis to help make its Tweets more eye-catching to potential readers. 's Tweet used breaks in the Tweet copy to help tell the story, keeping users interested and setting a compelling tone.

 

Drove impact by making it personal.

The  launch Tweet was personal and engaging. People were invited to imagine themselves in a situation which drove an emotive response.  also built bespoke website landing pages for both the lucky and unlucky Tweet responses.

The success

The goal of the campaign was to raise awareness and drive conversation and it proved incredibly successful. There were more than 47,000+ global mentions of  across a seven-day period, more than 38,000+ of these were from the UK.

There was a 1163+% YOY increase in UK mentions of  on campaign launch day 2016 v 2015. There were more than 9,000 mentions of  on  day 2016, which represents a 433% YOY increase. On top of this there were in excess of 7,300 mentions of CPR in the UK -- that’s more than double from  day 2015.

People got onboard and spread the conversation with 2,000+ people Retweeting their personalised response. Overall there were 26,000+ total campaign likes (with some people liking and unliking the Tweet multiple times to get the response they wanted). This combined to drive 3,500+ unique visitors to bespoke landing page on BHF website.

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.

Jo Eden, @ThatJoEden, Senior Social Media Executive at the British Heart Foundation, @TheBHF

Solutions used

Creative Canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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Expanding reach

Tweets are everywhere. And this enormous, international real-time reach is within your brand’s grasp.

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