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).

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).