De Hartstichting - Always-On Content
The Hartstichting is a national non-profit organisation dedicated to improving heart health and funding research into cardiovascular disease. Its always-on content strategy raises awareness, strengthens thought leadership, and engages audiences across patients, healthcare professionals, and partners.
Goals
Increase awareness of heart disease and the importance of prevention
Strengthen thought leadership in heart health
Boost engagement with key audiences (patients, professionals, and partners)
Solutions
Always-on Content Strategy & Formats
Developed content for recurring formats:
Hartverhaal: storytelling and patient experiences
Hartgezond: lifestyle and prevention tips
Kom in Actie: community-led fundraising initiatives
Created and launched Ongezouten Mening, a new format to stimulate dialogue and engagement, including concept, scripting, filming, and execution
Content Creation & Social Strategy
Produced copy and visuals for multiple channels, ensuring consistent messaging and alignment with Hartstichting’s goals
Created ad-hoc content and supported campaign storytelling when needed
Influencer & Collaboration Support
Set up and guided influencer collaborations, including health professionals and creators
Led content shoots and managed the main influencer initiative, Gezonde Keuze, from planning to execution
Briefed videographers and influencers to ensure brand-aligned messaging and high-quality output
Community & Webcare Management
Coordinated the webcare team and fostered interaction across posts, Stories, and campaigns
Encouraged user engagement through interactive formats, reposts, and giveaways
The Results
Ongezouten Mening video reached 1,1 million views, becoming the best-performing video in Hartstichting history, with a reach of 222K+
Dress Red Day content achieved 225,6K views (+29.7%) and +122% new Instagram followers, doubling engagement
Social media impressions across channels reached 20M (+20% growth), with total reach of 3.5M (+40% growth)
Instagram followers grew to 27,6K, and Facebook followers reached 110K, boosting overall visibility and engagement
Content interactions on Instagram doubled (+113%), while profile visits increased +246%, reflecting stronger audience participation
Ambassador and influencer collaborations delivered meaningful reach, successfully engaging new audiences
Reels and video content consistently reached non-followers, increasing awareness beyond the existing community
The Instagram Feed
Short-form Video:
Ongezouten Mening
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Ready to discuss your
always-on content needs?
Whether you're planning ahead for a transition or need immediate support, I'd love to hear about your organisation and how I can help.