5 Strategies for success from #WeCanChoose—the winner of #BestOfTweets 2021 for Best Campaign for Driving Positive Change in Society
The Opportunity
“Fast and help you stay on top of trends” is what defines Twitter—the blue bird that has become a go-to platform for the young generations, whose life has moved online. Other than helping us keep up with the latest trends, Twitter is also a platform that is not inferior to others when it comes to launching successful campaigns for business.
In 2021, many campaigns used Twitter as their communication platform and succeeded way beyond their expectations. To celebrate their achievements, Twitter hosted an awards ceremony that awarded brands the #BestOfTweets 2021 title in various categories.
One of the campaigns that grab my attention is #WeCanChoose (#เราเลือกได้) launched by Bumrungrad International Hospital—the winner of #BestOfTweets 2021 in the category of Best Campaign for Driving Positive Change in Society. The campaign was based on a true story of a (former) pathologist who was diagnosed with cancer but never lost the fighting spirit as she fought against the growing tumor along with a team of 30 health care professionals who worked tirelessly!
The Strategy
If you are ready, follow us as we take you through the 5 strategies behind the success of this campaign. If you have not watched the advertisement, spoilers are ahead! I recommend you head here to watch the advert before you read on: https://bit.ly/33JLCGz.
1. Turn a clinical case to an emotional video to communicate their brand purpose
2. A true story complements the nature of Twitter as a platform for “real and unfiltered” stories
3. Launch a purpose-driven campaign that goes viral with a platform for young generations
4. Use the ‘Twitter Launch Formula’ to communicate with the audience to maintain campaign momentum
5. leverage hashtags with the help of influencers to generate more conversations
The Results
With the story that inspired as well as the communication strategy that focused on the right platform, #WeCanChoose became a massive success, garnering over 1.2 million views and boosting engagements to 222,217!
In terms of the campaign, Bumrungrad did an impressive job when they conveyed their message and the purpose of their brand in the video format. They turned a medical topic into a story that is not just easily accessible, but also inspirational and encouraging.
Source: https://adaddictth.com/works/Bumrungrad-Best-Of-Tweets-2021