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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.
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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.
• 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
