The healthcare industry is a category that some might consider an unlikely candidate for social media, but as we’ve noted before, healthcare greatly impacts our lives and is a topic that can elicit strong emotional reactions. That alone gives it a lot of potential on social media.

So this week, we’re taking a look at a campaign from the Children’s Hospital of Pittsburgh.
It’s a good example of a company using social media to promote and generate support for a large fundraising event. The campaign is centered around the hashtag #walkforchildrens. There’s a lot going on, so let’s check out what they’re doing, and how it’s working.

Posting and Engagement

For starters, this is a social media campaign with a lot of activity. 151 posts across Facebook, Twitter and Instagram. It started on May 1, a full month before the event date of June 4. Per the Posts and Engagements charts below, you can see how those 151 posts were distributed across the networks. Just over half on Twitter, with roughly 25% each on Facebook and Instagram.

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Note the calendar of posting on the Posting By Day chart, below. This is a classic calendar build in posting leading up to an event. And while most social media campaigns aren’t 4-5 weeks long, the scope of this type of campaign justifies an increased posting volume. After all, it’s a major fundraiser, so it makes sense the brand put a considerable number of calendar slots behind it for ROI purposes. In this case, 33 of the 151 posts were made on the day of the event. That’s 22% of the total posts in the campaign on a single day.

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It’s also important that they both get volunteers to do the walk, and keep them engaged from the moment they register until the event. So they start the posting early, to let everyone who wants to participate not to schedule other activities that day. And then of course they’re going to work to keep those people not only interested, but hopefully active in posting about the event to their own social media circle of friends.

Also, note the enormous spike in posting the day of the event, in the Posting By Day chart. That’s smart, as that’s when there will be press coverage and a lot of people paying attention, so the brand’s social media properties should naturally be at the center of that conversation. Looking at the Engagements By Day chart, you can see the posting on the day of the event paid off, with a similar spike in engagements.

Content of Posts

Reviewing the Top Related Terms chart below gives us an interesting overview of what they focused on for the messaging. Note the number of serious-sounding medical terms. Of course, when tied to an individual child, those medical terms play a key role in a powerfully emotional story.

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And perhaps not surprisingly, the word “Join” was used more than any other. Because this campaign needed a strong CTA persuading people to volunteer to take part in a critical activity, or sponsoring others who do.

Top Posts

The ranking of posts displays what type of content the brand’s audience prefers most. One interesting point is the same post generated the top engagement on Twitter as on Instagram. A post featuring celebrity walker Chloe Lukasiak, a native of the Pittsburgh area. We’ve covered using celebrities to extend your brand impact on social media a number of times, so I won’t go into it again here.

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However, it’s notable that the brand delivered the same post about Chloe to all three networks. As mentioned, it was the #1 campaign post on Twitter and Instagram, but only the 19th most popular Facebook post. Looking further into what types of posts worked best in this campaign on Facebook, we can see the number one post was about the total monetary support generated. The results. However, after that several of the other high ranking posts delved deeper into the serious issues this campaign was addressing, per the posts below.

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Key Takeaways

Content works differently on different networks

While there are many cases where a single post can work well across various networks, keep in mind that each network has it’s own set of content characteristics, not to mention fan preferences. In this campaign, we saw the same post on the three networks generate different results. Tailoring posts to each network’s traits and capabilities is a sure way to maximize your engagement.

Maximize posting on the day of the event

Communication messages generally perform best when there’s a large audience with a common interest. And rarely is that more the case than the day of a large event like the children’s walk. In addition, there was considerable media coverage, and a high likelihood that people at the event would be sharing brand content with their own network. The Children’s Hospital of Pittsburgh was smart to take advantage of the situation, and post significant volume the day of the event. And they were rewarded with a high spike in engagements.