February is National Heart Health Month and one of the biggest advantages of our continuous technological advancements is the increased ability to spread awareness. Each year, more people are informed and educated through the Internet.
Brands have jumped on board in raising awareness and aligning their image with a good cause. In the case of goodwill, there are rarely any losers – proving business isn’t always solely for the sake of the dollar. There are many brands that help increase digital visibility surrounding a variety of causes, and this largely takes place today on social media.
Social media campaigns are effective in reaching a wide range of users. Each network provides new opportunities in demographics and packaging, all of which can be quickly dispersed. Of brands focusing social campaigns around National Heart Health Month, Macy’s is particularly impressive. It is a simple but strategic campaign, pulling heart-strings across numerous platforms.
As a partner with the American Heart Association, Macy’s incorporated the “Go Red” theme into their brand messaging. They began the month of February with a “Wear Red” sale, and then kicked off their social sharing campaign. For each “something red” post users submit, Macy’s will donate $2 to the American Heart Association’s Go Red For Women movement (up to $250,000). This is the tenth year they’ve participated, raising over $40 million dollars thus far.
This social campaign incorporates a strong cross-promotional aspect, with users being urged to send in their “something red” by way of Facebook, Twitter, Pinterest or Instagram. They created the #MacysGoesRed hashtag for sharing. The following is the heart compilation Facebook app of user submissions.
Know of any other brands doing a great job of spreading awareness through social media? Fill us in by commenting below!