grey literature of public health agencies and marketing
organisations.
Case studies were selected based on the following
criteria: 1) publicly available information on objectives,
strategies and results; 2) inclusion of campaign
evaluation; 3) delivery through a popular social media
channel; and 4) integration of social media content with
other promotional activities. Analysis of the case studies
included extracting information about the objective of
the campaign, the tactics used and the lessons learnt.
Lessons learnt were then sorted into eight key themes
that emerged following case study review.