For the third year in a row, Diet Coke was partnering with The Heart Truth and the Red Dress Fashion Show to support women’s heart health. But because Diet Coke isn't exactly heart healthy, we needed to keep our message focused on our brand's cause - not our product.
We shifted the campaign to focus on what our brand had in common with our millennial audience: a passion for fashion and a good cause. We captured their interests by offering a trip to NYC for Fashion Week, prompting them to “show their heart” to support women’s heart health for the chance to win. Using the hashtag #ShowYourHeart, people submitted photos and were featured on DietCoke.com.
We continued the conversation with exclusive behind-the-scenes access of celebs “showing their heart” at the Red Dress Fashion Show, and donated $1 to women’s heart health for every retweet of our content.
Thousands tweeted with #ShowYourHeart as a trending topic on Twitter, raising national awareness leading into the Red Dress Fashion Show.
On the day of the event, the @DietCoke handle organically trended as thousands retweeted our message to donate (including unsolicited RTs from celebs like Mandy Moore and Charlie Sheen).