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.
Why is it so hard to see black and blue? One in 6 women are victims of abuse.#StopAbuseAgainstWomen pic.twitter.com/FgDdKdsMMb
— TheSalvationArmySA (@SASalvationArmy) March 6, 2015
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).
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:
Passing through Heuston? Be sure to support #DaffodilDay or anywhere else you see Irish Cancer Society volunteers pic.twitter.com/PyuiQczOIN
— Iarnród Éireann #StaySafe (@IrishRail) March 27, 2015
Doing our bit for the #daffodilday @tullamainec @coolmorestud @IrishCancerSoc @clonacodyhouse @annemol1 pic.twitter.com/rvPsnMf7k2
— Fethardtourismgroup (@Fethardbusiness) March 27, 2015
"@FlossyCrowe: Lots raised for @IrishCancerSoc in @VodafoneIreland today #DaffodilDay pic.twitter.com/0nmMjMHfYV" @aktelmiele @hanraoi
— Lauren Kehoe (@FlossyCrowe) March 28, 2015
Filling Ben's Bucket for @marymountcork #daffodilday #dancefriends #cork pic.twitter.com/X89tnMYiYk
— Donna's Dance Studio (@donnasdance) March 27, 2015
Michael Dixon outside his shop The Shopping Basket with volunteers for #DaffodilDay in Enfield, Co. Meath pic.twitter.com/8hZIg6nmIM
— Irish Cancer Society (@IrishCancerSoc) March 27, 2015
A successful #DaffodilDay coffee morning at City Library this morning http://t.co/ibpekgHjwz pic.twitter.com/2loMIPUwkV
— Kilkenny County Council Library Service (@kilkennylibrary) March 27, 2015
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.
My lovely Dad & aunt both managed to beat cancer so let's help others do the same and support #DaffodilDay for the Irish Cancer Society
— Gráinne Biddle (@grainnebiddle) March 27, 2015
Great to see @IrishCancerSoc getting sunny day for #DaffodilDay
Be sure to support an important cause for us all— Pat O'Keeffe (@Pat_O_Keeffe) March 27, 2015
Today is @IrishCancerSoc @DaffodilDay, please support this wonderful cause, close to many of our hearts. #daffodilday pic.twitter.com/hKGBXGurss
— Corrina Stone (@itscherrystone) March 27, 2015
Today is #DaffodilDay. Please support the amazing work that #IrishCancerSociety do & Text DAFF to… https://t.co/nDEQNxMGSm
— Joe Canning (@JoeyCan88) March 27, 2015
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.
It's #DaffodilDay! @IrishCancerSoc & @DellIreland appeal to people across the country to buy a daffodil today! http://t.co/bY0gfkOsyr
— Irish Cancer Society (@IrishCancerSoc) March 27, 2015
Only one day to go! Join us in the fight against cancer and donate on #DaffodilDay. Get feeling yellow! pic.twitter.com/P80Y2Pgssv
— Dell Technologies Ireland (@DellTechIreland) March 26, 2015
Celebrating #daffodilday in the home of lego with @DellIreland! pic.twitter.com/WofpkK1Mnl
— Lisa Holmes (@LisaHAtDell) March 27, 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:
It's @IrishCancerSoc's @DaffodilDay Have you got yours yet? Or txt DAFF to 50300 to donate €4 #DaffodilDay pic.twitter.com/xDhrdh7qRh
— Sinéad Desmond (@sineaddesmond) March 27, 2015
Live now @RTE2fm for the afternoon on Henry St. for #DaffodilDay! Cheesy pics and all ;-)
Come by, win prizes… pic.twitter.com/TGa6aKwM0G
— Rick O'Shea (@rickoshea) March 27, 2015
#RoseofTralee Maria is supporting #DaffodilDay. Donate by texting DAFF to 50300 or any of their collection boxes :) pic.twitter.com/NI5gvi9Re7
— Rose of Tralee (@RoseofTralee_) March 27, 2015
On the @johnmurrayshow, we're supporting #DaffodilDay pic.twitter.com/WQpEklJ8Lj
— Colm Flynn (@ColmFlynn1) March 27, 2015
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:
Buying my #daffodilday pin feels really different this year!
— Louise McSharry (@louisemcsharry) March 26, 2015
So #DaffodilDay seems like the perfect day to tell you that I got the results of my scan, and I don't have cancer anymore!
— Louise McSharry (@louisemcsharry) March 27, 2015
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.