Client

National Heart Foundation

Service

MEDIA AND PR SOCIAL AND DIGITAL

Timing

Services

    MEDIA AND PR SOCIAL AND DIGITAL

    DESIRED OUTCOME

    Increase awareness and motivate all Australians to ‘Go Red and Donate’ on Go Red for Women Day across Facebook, Instagram and Twitter.


    CHALLENGE

    Go Red for Women is an annual campaign which has been running for almost 10 years. Following a review of the Heart Foundation‘s priorities, Go Red for Women was pinpointed as the signature fundraising event in the charity’s calendar for 2015. They identified the need for a digital and social influencer campaign to both complement their own traditional media campaign and to reach young Australian females with the messaging that Heart Disease is the single biggest killer of Australian women.


    SOLUTION

    P4 Group developed a multifaceted social media and digital campaign integrating high-profile Australian ambassadors, informational posts and strategic content plans which reflected the significance of the campaign whilst incorporating a balance of engaging and entertaining content. A variety of hashtags were developed to further engage the audience and encourage organic growth and shareability with the call-to-action to ‘Go Red’.

    RESULT
    • Secured 11 high-profile Australians to act as ambassadors for the campaign, including Amanda Keller, Shaynna Blaze, Jo Hall and Lauren Phillips
    • Reached almost 700,000 social media users through strategic content and ambassador engagement
    • Secured nine online features with a combined circulation of almost six million.