In early 2013, Diet coke wanted to let its consumers know how much they were concerned about their hearts and everything that comes with it. The brand then supported National heart, lung and blood institute’s ‘The heart truth’ campaign to raise awareness about heart health.
The heart wants what it wants
The ultimate objective of the campaign was to raise money and awareness for heart health and to support women’s heart health research programs. Actress Minka Kelly supported the campaign as Diet coke’s celebrity ambassador.
A heartening execution Execution of this campaign was done on social media platforms such as Instagram and Twitter. Millions of diet coke packages carried hashtag #ShowYourHeart and also persuaded consumers to upload heart-inspiring photos with the hashtag to let everyone know what ‘showing your heart’ means to them and also inviting them to join the ’National wear red day.’
Love my team! #showyourheartcontest #showyourheart #basketball #team #winning ❤? A photo posted by Dmyoung12 (@dmyoung12) on
— Beverly Hills Mom (@alexandra90210) January 28, 2013
Last day to submit a photo via Twitter/Instagram w/ hashtag #showyourheart to trigger a donation from Diet Coke in support of women’s health
— Deanne (@dreamsequins) February 28, 2013
The campaign not only managed to create an impact on social platforms but also ignited a social conversation on them. They managed to engage their consumers and can be used as a great example of social media done right. The cola giant showed Diet coke’s healthy side that worked as brand buzz.