Benecol’s “Fill Your Heart” campaign encouraged people in Ireland to prioritise heart health through small daily intentions. A digital platform and social media strategy drove engagement, while collective participation supported Croí Heart & Stroke Charity with a €5,000 donation.
The primary challenge was to craft an interactive and user-friendly digital experience that connected deeply with Benecol’s audience.
The campaign needed to balance technical functionality with emotional resonance, encouraging users to set intentions while fostering a sense of community. Driving organic engagement through micro-influencers and social channels was critical to reaching the target audience, as was showcasing the collective impact of individual actions.
The “Fill Your Heart” campaign brought heart health to life through an interactive digital thermometer that tracked intentions and fostered community. User-generated content, personalised shareable tiles, and micro-influencers boosted engagement. A mix of Out of Home displays, PR, and social amplified the message, with real-time updates on digital screens showcasing collective progress and driving wide participation.
With participation spanning cities like Dublin, Cork, Galway, and Limerick, the campaign successfully raised heart health awareness and highlighted the power of collective action, with over 850 personal intentions and attracted 12,820 active users, with 74% of traffic coming from organic social channels.
The social and digital aspect of this campaign was the linchpin to its success. Prompting our consumers to take action and joining the hundreds of others in a pledge to ‘self-care’ was the heart of the campaign. Having such a strong creative meant that we saw an increase in engagement and good cut through with OOH. It drove a 3% uplift in brand preference and a 9% YoY sales increase. This is a fantastic result!
