Bell Canada Uses Goodwill Hashtag in Viral Campaign Strategy

On January 28th, the #BellLetsTalk campaign erupted across social media, quickly rising to the number one trending hashtag globally on Twitter. Bell Canada, a Canadian telecom company, began this initiative five years ago to raise funds and awareness towards mental illness; however, the campaign also serves the company as a brilliant marketing campaign strategy, as it associates itself with a worthy cause and gains substantial amounts of positive sentiment towards its brand image because of this.
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This year, the company vowed to donate 5 cents for every Tweet using #BellLetsTalk and Facebook share of its campaign posts, as well as for every text message sent and mobile and long distance call made. In 2014, Twitter users posted and shared the #BellLetsTalk hashtag nearly 3.4 million times on the day of the campaign. As reported by Bell, the company recorded nearly 110 million tweets, texts, calls, and shares, amounting to a total donation of about $5.5 million. This means that Twitter mentions can be attributed to roughly $170,000, or 3%, of the overall donation amount. Results from this year show a total of over 4.5 million Twitter shares, which is a 33.8% increase from last year’s total.
Bell pours such a large effort into the social media side of this campaign because of the extremely positive impact that it has on the brand’s image. In the month of January, leading up to its Let’s Talk campaign, conversation involving Bell’s Twitter account (@Bell) saw a 62% increase in positive sentiment and a 14% decrease in negative sentiment, with a 529% increase in post mentions. This proves that Bell received an extremely positive reaction for its efforts towards eliminating the stigma surrounding mental health issues in today’s society.
Social analysis tells us that Bell turned to its relationships with NHL teams and players to help drive its message across Twitter. Within ForSight™, we found that amongst the top 10 most influential Twitter accounts sharing #BellLetsTalk were the Edmonton Oilers, New Jersey Devils, Chicago Blackhawks, Boston Bruins, and the Toronto Maple Leafs. Furthermore, the Affinities™ of users participating in the campaign show a significant interest over the average Twitter user towards the NHL and its teams.

Bell Canada is an excellent example of how a brand can raise its image while contributing to the betterment of today’s society.

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