Diet Coke Social Media Campaign Study

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