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.
Re american d iabetes association multi-genere pr plan
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