The Creative Idea (in < 140 characters)

The world's first Twitter campaign powered by hearts. #RestartAHeart

The launch Tweet copy:

"You're on Twitter [phone emoji]

Your [heart emoji] stops

You go into cardiac arrest

[heart emoji] this Tweet to see what happens next. #RestartAHeart"

We created an impactful auto-response campaign that was designed to recreate the real world odds (less than one-in-ten) of survival from an out-of-hospital cardiac arrest for Twitter engagers.

Less than one-in-ten people received a message of survival whilst others received a thought provoking truth that without the necessary CPR they had not survived.

Implementation and Timeline

The launch Tweet was posted at 7am on 18 October 2016.

Being a Not For Profit Organsitation The British Heart foundation only had a small promoted Tweet budget. We worked with them to ensure it was used as effectively as possible. We opted to target the Tweet to people who followed The British Heart Foundation (@TheBHF) - who were deemed most likely to engage - and to those who had previously talked about CPR on Twitter.

The campaign promotion was focused on the initial 24 hours but the auto-response from the Tweet is still live to this day and people are still engaging with the Tweet (which is the pinned Tweet on their Twitter profile).

With such huge engagement on the initial Tweet, @TheBHF were able to create a targetable Twitter audience, from those who had engaged, to promote follow up messaging to.

It got people talking!

https://twitter.com/catdeakin/status/789142568961511424

The campaign launch Tweet was the charity's most successful Tweet ever - at time of writing it's had - 22,000+ Likes and 2,800+ ReTweets.

- #RestartAHeart trended in the UK within minutes of the launch Tweet going live.

- 28,600+ total campaign likes (with some people liking and unliking the Tweet multiple times to get the response they wanted).

- There were 47,000+ mentions of #RestartAHeart globally over seven days (38k+ in the UK).

- 1163% year on year increase in UK mentions of #RestartAHeart on launch day 2016 vs 2015.

- 9,000+ mentions of @TheBHF (433% Y-O-Y increase) on the day

- 2,800+ retweets of personalised responses.

- 4,000+ website visitors driven to the campaign landing pages via the Twitter journey

- 446 influential verified accounts took part ranging from brands, celebrities, Twitter Founders and MPs (including the Mayor of London - Sadiq Khan).

Target Audience

Everyone in the UK

Relevance to platform

The British Heart Foundation wanted to drive widespread conversation around the issue and direct engagement with the charity.

Engagement was a key metric for the charity as when people engage with a Tweet (i.e. like / heart it) they are 56% more likely* to store the messaging into their long term memory.

*Neuro Insight, 2014 vs other online norms

Approach

The campaign was launched with a single Tweet and clear call-to-action for the people who saw it.

Multiple variants of copy and creative responses were Tweeted back to the engaging users to give it a personalised feel - these responses included a link which took them through to a bespoke lucky (survived) or unlucky (died) website landing page for them to learn me and be prompted to sign up for CPR training.

Situation

In the UK more than 30,000 cardiac arrests happen out of hospital each year, with less than one in ten of people surviving.

The Brief

How can Twitter help us (The British Heart Foundation) educate people that with CPR training the survival rate could be far higher?

Objectives

The charity's goal is to create a nation of lifesavers. The specific aim of the campaign was to raise awareness of the vital need for CPR training, get people talking about this issue and drive sign ups to courses.

The campaign needed to be highly impactful and memorable without sensationalising the issue.