The British Heart Foundation Harnesses Personalised User-Generated Content
It’s hard enough for charities to stand out in an crowded Not-for-Profit sector, let alone build trust with consumers. The British Heart Foundation, whose mission is to raise funds for cardiovascular research (the UK’s single biggest killer), needed a way to demonstrate its social impact, encourage fundraising and to prove to consumers that their donations are going to a worthwhile cause.
Tapping into the goldmine of user-generated content (UGC) shared online by actual supporters provides a wealth of authentic and trusted content for brand storytelling.
From social media, websites and contests to event screens and email marketing, the British Heart Foundation decided to harness UGC to support campaign objectives and drive conversions on social media and online.
“User-generated content helps us draw supporters into a deep, trusted relationship. We get them involved and engaged by sharing their content in a two-way conversation.” Athar Abidi, Social Media Manager at British Heart Foundation
Athar Abidi, Social Media Manager at the British Heart Foundation, brought in Stackla as a central UGC platform to manage social content across the hundreds of marketing campaigns they run.
“By using innovative technology like Stackla to harness all this content people are generating, we’re creating the sense of a “movement” which will bring any charity campaign to life.” Athar Abidi, Social Media Manager at British Heart Foundation
For the London to Brighton Marathon campaign, they placed a Stackla-powered Jumbotron on Brighton Beach displaying photos posted on social media by race day participants with the unique event hashtag #LondonToBrighton.
“People love to see and share their selfies on the big screen,” says Athar. “We capitalise on this to turn our audiences into amplifiers and advocates, and get tons of great content in the process.” The hashtag became the trending hashtag in Brighton the entire day.
To drive conversions on social media, the British Heart Foundation sent tweets to individual participants with a personalised video that pulled in their user-generated content, curated in Stackla, and asked them to register again for next year’s event. By directly engaging with individuals rather than en masse, the campaign helped improve retention.
The Results: 586% Engagement Uplift!
The personalised tweets featuring UGC generated over 35,000 impressions and a 7.55 per cent engagement rate against a benchmark of 1.10 per cent – a 586 per cent engagement uplift!
After proven results using Stackla’s platform to integrate user-generated content into their website, event screens and emails, the British Heart Foundation is now looking at adding social commerce to the sale of their running gear and merchandise online.