Macmillan strikes it lucky with tube tweet

30 Apr

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Relax. The tube strikes are over…for now. But, in the few days they caused chaos in the capital, they had a great publicist: front page of the Evening Standard, infographics and a hashtag! It’s a hat-trick that PRs like me can only dream of.

But, while you were complaining/celebrating/not caring (delete as appropriate) about how industrial action brought London to a standstill, some charities were planning a clever social media campaign.

Macmillan Cancer Support piggybacked off Twitter’s ‘tubestrikes’ hashtag to promote its services, accompanied with a simple graphic using the iconic London Underground key. Meanwhile, Save the Children put the disruptions into perspective by comparing the ‘madness’ in London to Syria.

Macmillan’s tweet may only have been retweeted 140 times, but it had wit, talkability and relevance on its side adding to its pulling power (despite it repeatedly tweeting the image to different media outlets in quick succession – a no no for me as mentioned in this blog.)

In the same fashion, Save the Children’s infographic scores highly on the shareability scale because it summarises an issue in an instant. So, it’s no surprise it’s caught the attention of BBC, The Independent and the Daily Mirror to name a few.

But, these tweets aren’t successful because they’ve been seen thousands of times in the last day. They’re successful because they’ve raised awareness of the charity at zero cost – a ‘quick win’ result that a PR, marketing or social media agency just can’t contend with.

With tube strikes set to land in London again next week, expect other organisations to jump on the bandwagon (remember all those #nomakeupselfie variations?) But one thing’s for sure – it won’t be as innovative the second time round.

What do you think of these mini campaigns?

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