diet coke social media campaign study
DESCRIPTION
This is an analysis of the Heart Truth campaign. This is for educational purposes as part of an assignment for a Public Relations and Advertising class at DePaul University. I do not own any rights as an author of this campaign.TRANSCRIPT
Engaging Components of the Heart Truth Social Media
Campaign
Rocio Isaac. DePaul University
Overview of Campaign• Sponsored by the Heart, Lung and Blood Institute
(NHLBI).
• The nation's leading organization to promote heart
disease awareness:
"The Heart Truth" concept is that one in four
American women dies of heart disease."
• Goal: Bring awareness about heart disease among
women.
• Targets women ages 40-60.
• Red Dress is the symbol for the cause.
Overview: Brief Research
• Diet Coke Partnership.
• The Heart Truth logo on can.
• Red Dress
o It is a symbol to express urgency
in women pertaining to heart health.
Why do a Heart Truth Campaign?
• The Heart Truth campaign began in response to recommendations of more than 70 experts in women's health who met in March 2001 to develop a national action plan to reduce the toll of heart disease on American women.o A lot of focus groups done across the country.
Why Diet Coke?o A lot of women drink Diet Coke.o Very recognizable brand.
Heart Truth 2011 Campaign
• Heidi Klum, Diet Coke and the NHLBI
partnered to create a national campaign.
• Diet Coke virtual game of "Capture the Flag”
Each virtual flag captured = a donation from
Diet Coke to heart health programs.
• Lunch event: Two UCLA teams competition
to raise funds for heart health research programs.
• Sponsored more games in Chicago, Boston,
Seattle, etc
• All together Diet Coke donated up to $300,000.
Engaging Components- 2013 Campaign
• 2013 Campaign- #ShowYourHeart Photo Contest-
could post creative photos of hearts via Twitter and
Instagram (#ShowYourHeart) and The Heart Truth
selected five entrants to attend the Red Dress
Collection Fashion Show NY
o Easy concept and way to gain awareness of the
campaign
o Easy to share- "Join @DietCoke and
#ShowYourHeart to help spread awareness of
women's heart health programs
http://www.dietcoke.com/showyourheart"- could
add your #ShowYourHeart picture with the link.
Engaging Components- 2013 Campaign
o Showcases creativity.
o Could share your picture and
link (quoted before) to
#ShowYourHeart via Facebook,
Twitter, Instagram and Pinterest.
o Follow button- easy way to follow Diet Coke
on social media.
• Found engaging:
o Picture contest to go to NY's Fashion Week vs.
2011.
o $1 donation for each photo shared on
Instagram or Twitter with #ShowYourHeart
after
the contest was over.
• Diet Coke's Heart Truth created great buzz
on Twitter and Pinterest.
Engaging Components - 2013
Engaging Components - 2013 Heart Truth Facebook posts and comments’ sentiment analysis:
Additional Research• http://www.nhlbi.nih.gov/educational/
hearttruth/about/campaign-background.htm
• Facebook, Pinterest and Twitter Heart Truth Page
• Facebook and website from Diet Coke Heart Truth