How @TheBHF launched a Twitter campaign powered by hearts
#RestartAHeart mentions globally over seven days
Y-O-Y increase in UK mentions of #RestartAHeart
mentions of @TheBHF
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 (@TheBHF) takes part in #RestartAHeart Day. This is a day dedicated to training people in life saving CPR skills. On #RestartAHeart 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 goal of the campaign was to raise awareness of the issue and drive conversation on #RestartAHeart day. Working closely with Twitter, @TheBHF was able to use Twitter’s heart button creatively as part of its campaign.
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.
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 #RestartAHeart 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 #RestartAHeart on campaign launch day 2016 v 2015. There were more than 9,000 mentions of @TheBHF on #RestartAHeart 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 #RestartAHeart 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.
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