Daffodil Day 2015 – Twitter Analysis

by Stephen O'Leary on 31/03/15

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For any brand, marketing now means getting social media right. Coca Cola’s #ShareACoke campaign serves as a best in class example of social media marketing.

Charitable organisations are also demonstrating that when done right, social media can create awareness for their desired cause and aid their fundraising efforts. Recent fundraising success stories include the #IceBucketChallenge and the #nomakeupselfie

Responding to trending topics and using real-time social media marketing is becoming an increasingly popular manner through which charities can also highlight their cause.

One such example was The Salvation Army South Africa who used #TheDress debate which took the internet by storm recently. As many questioned if the dress was white and gold or blue and black, The Salvation Army used it to highlight abuse against women.

The Campaign – Daffodil Day

With these campaigns in mind, last week Olytico monitored and analysed the Irish Cancer Society‘s #DaffodilDay.

In its 28th year of existence, Daffodil Day is the brainchild of the Irish Cancer Society, Ireland’s national cancer charity. On Friday March 27th 2015, thousands of volunteers sold daffodil pins and flowers countrywide to raise money for those affected by the disease.

Tracking the DaffodilDay hashtag here’s what Olytico found:

Key Numbers:

Over 4,000 tweets published using the hashtag #DaffodilDay

Over 2,700 unique Twitter accounts used the hashtag

Over 22,500,000 potential impressions of #DaffodilDay tweets

An estimated reach of over 14,144,450

Between 10am-11am on Friday was the most popular hour for sending tweets

Main Topics of Conversation:

The word cloud below shows the top 100 terms within the Twitter mentions analysed. The larger the word the greater the number of mentions – (note given their relative prominence #DaffodilDay and IrishCancerSoc have been removed).

Irish Cancer Society

Support

On Friday, over 3,000 volunteers sold flowers and pins and organised fundraising events around Ireland as a show of support to those who have been diagnosed with and affected by cancer.

From corporates to communities, people stood in support of the #DaffodilDay campaign:

Beating Cancer:

Every fifteen minutes in Ireland someone is diagnosed with cancer and so, acknowledging this, some took to Twitter to highlight the importance of the work undertaken by the Irish Cancer Society and the continued need to support this campaign.

 

Dell Ireland

From the word cloud it is evident that Dell Ireland (Twitter account @dellireland) feature prominently.

In 2010, Dell Ireland became the Irish Cancer Society’s lead partner for Daffodil until the end of 2015.

 

Celebrity Endorsements

As with every social media campaign, its impact can often be influenced by the involvement and endorsements shown by celebrities.

Here in Ireland many celebrities shared their support for such a worthy cause:

Two tweets which generated a significant response were from RTÉ presenter Louise McSharry, who has publicly shared her battle with disease.

She sent a poignant tweet on the eve of the campaign but also used the day to deliver some good news:

Social Media and Charity

The volume and reach of Daffodil Day content on Twitter highlights the impact it can have in raising awareness for a charity such as the Irish Cancer Society.

The hashtag #DaffodilDay may not appear again until this time next year, but it’s impact in terms of aiding fundraising efforts on Friday 27th March will ensure it has a lasting legacy for the Irish Cancer Society, and their continued research in the field.

If you wish to make a donation to the Irish Cancer Society – click here.

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