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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.
Engaging Components - 2013
•   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
Heart Truth Facebook posts and
comments’ sentiment analysis:
Additional Research
•   http://www.nhlbi.nih.gov/educational/heart
    truth/about/campaign-background.htm
•   Facebook, Pinterest and Twitter Heart Truth
    Page
•   Facebook and website from Diet Coke Heart
    Truth

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Diet Coke Social Media Campaign Study

  • 1. Engaging Components of the Heart Truth Social Media Campaign Rocio Isaac. DePaul University
  • 2. 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.
  • 3. 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.
  • 4. 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.
  • 5. 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.
  • 6. 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.
  • 7. 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.
  • 8. Engaging Components - 2013 • 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.
  • 9. Engaging Components - 2013 Heart Truth Facebook posts and comments’ sentiment analysis:
  • 10. Additional Research • http://www.nhlbi.nih.gov/educational/heart truth/about/campaign-background.htm • Facebook, Pinterest and Twitter Heart Truth Page • Facebook and website from Diet Coke Heart Truth