An account using Twitter’s promoted tweets and promoted trends services was able to build buzz and save lives, it seems. The Twitter blog tells us that the British Heart Foundation, the UK’s largest heart charity, recently used Twitter “to educate people about the effectiveness of hands-only CPR.”
Promoted trends appear to be wildly effective so far, with promoted trends in the UK seeing engagement rates as high as 11%. And promoted tweets aren’t too shabby either. If you read our previous post, you already know all about how to make the most of a promoted tweet (and if you didn’t already read it, it’s a good one to check out).
The British Heart Foundation used both, along with the #hashtag campaign #hardandfast to help educate the public about the hands-only, “hard and fast” CPR technique.
The UK heart charity realized that many people were uncomfortable providing mouth-to-mouth resuscitation to strangers and that even the slightest delay in providing aide to someone in need could prove fatal, so they wanted folks to know that there was another effective way to help – chest compressions. Figuring out the best way to get their message out there took a little planning. And the result was fantastic.
Here’s the video demonstrating how to perform hands-only CPR to the beat of “Stayin’ Alive” by the Bee Gees. It’s pretty funny and very informative – hallmarks of a video that was destined to “go viral.”
And go viral it did, with Twitter’s case study on the effort telling us:
Conversations around “Hard and Fast” were so great that in addition to the Promoted Trend, the campaign also organically trended five times with the terms: “Vinnie Jones,” “#hardandfast,” “British Heart Foundation,” “CPR” and “Stayin’ Alive.” Numerous media outlets and blogs also reported on the advertisement after seeing it trend organically on Twitter — all leading to over 1.7 million video views.
Folks replied with tweets thanking @TheBHF for the campaign, with one user sharing that a coworker used it to save a life.
It’s great when Twitter helps us learn something really worthwhile, isn’t it? Now go check out the video and be prepared in case you ever need to save a life!
(CPR image from Shutterstock)