ALS Ice Bucket Challenge - campaign analysis
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In my session for my colleagues, here's my take on one of the most amazing campaigns done for a cause.
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ALS "Ice Bucket Challenge"
The ALS Ice Bucket Challenge was started to raise awareness and funds for ALS/Lou Gehrig's disease. It involves dumping a bucket of ice water on one's head and challenging others to do the same within 24 hours, or donate to ALS research. The challenge went viral on social media in 2014, with many celebrities participating. It significantly increased donations to ALS associations, with $98.2 million donated from July to August 2014 compared to $2.7 million the prior year. The challenge also dramatically grew visits to ALS association websites and the Wikipedia page on ALS.
Celebrity Obsession
The internet and social media have fueled our obsession with celebrities by allowing constant access to their lives. Through platforms like Twitter, Instagram and Facebook, we can follow celebrities and feel connected to their lavish lifestyles from our phones. Some fans become deeply involved in online fandom communities, which can negatively impact their mental health and relationships. While celebrities aim to cultivate die-hard followers, the always-on culture of digital media may be creating a narcissistic generation that seeks fame through self-promotion.
Social media and social changes
Digital media is impacting religion, behavior, politics, and education. Regarding religion, social media allows for religious groups, pages, and accounts on platforms like Facebook. Radio and websites also provide religious content. Media influences behavior through social cognitive theory by learning from others' actions. Violent TV can increase feelings of danger and aggression. Politically, social media helps organize protests and campaigns. It also influences elections by allowing youth to connect with candidates. Both positive and negative effects of social media on education are seen, such as collaboration versus distraction from studying.
Make a wish
Make-A-Wish grants the wish of a child diagnosed with a life-threatening medical condition every 38 minutes in the United States. The organization started in 1980 when a boy named Frank "Bopsy" Salazar, who had leukemia, had his wish to be a police officer for a day granted. The child's imagination drives the wish experience, which can involve traveling, meeting celebrities, receiving gifts, or helping others. In 2013 alone, over 226,000 children benefited from having their heartfelt wish granted.
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The is the extended case study of the Barack Obama campaign.
This presentation was done by Igor Beuker, to 150 marketers at the SRM Guru meeting 2009 in Amsterdam.
The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Download the presentation for the slide notes with Igor's story.
All research was done by Paul van Veenendaal, who used over 250 different sources to create this huge slide deck.
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Charity:water PR Campaign
Charity: water is a non-profit organization that provides clean drinking water to developing countries around the world relying solely on public donations. Since being founded in 2006, Charity: water has funded water projects that have provided clean water access to over 2.5 million people in 20 countries. The organization utilizes social media campaigns and viral videos along with traditional media coverage to raise awareness and increase donations from their target audience of young adults aged 18-35.
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Recommended
ALS "Ice Bucket Challenge"
The ALS Ice Bucket Challenge was started to raise awareness and funds for ALS/Lou Gehrig's disease. It involves dumping a bucket of ice water on one's head and challenging others to do the same within 24 hours, or donate to ALS research. The challenge went viral on social media in 2014, with many celebrities participating. It significantly increased donations to ALS associations, with $98.2 million donated from July to August 2014 compared to $2.7 million the prior year. The challenge also dramatically grew visits to ALS association websites and the Wikipedia page on ALS.
Celebrity Obsession
The internet and social media have fueled our obsession with celebrities by allowing constant access to their lives. Through platforms like Twitter, Instagram and Facebook, we can follow celebrities and feel connected to their lavish lifestyles from our phones. Some fans become deeply involved in online fandom communities, which can negatively impact their mental health and relationships. While celebrities aim to cultivate die-hard followers, the always-on culture of digital media may be creating a narcissistic generation that seeks fame through self-promotion.
Social media and social changes
Digital media is impacting religion, behavior, politics, and education. Regarding religion, social media allows for religious groups, pages, and accounts on platforms like Facebook. Radio and websites also provide religious content. Media influences behavior through social cognitive theory by learning from others' actions. Violent TV can increase feelings of danger and aggression. Politically, social media helps organize protests and campaigns. It also influences elections by allowing youth to connect with candidates. Both positive and negative effects of social media on education are seen, such as collaboration versus distraction from studying.
Make a wish
Make-A-Wish grants the wish of a child diagnosed with a life-threatening medical condition every 38 minutes in the United States. The organization started in 1980 when a boy named Frank "Bopsy" Salazar, who had leukemia, had his wish to be a police officer for a day granted. The child's imagination drives the wish experience, which can involve traveling, meeting celebrities, receiving gifts, or helping others. In 2013 alone, over 226,000 children benefited from having their heartfelt wish granted.
Case Study: The Barack Obama Strategy
The is the extended case study of the Barack Obama campaign.
This presentation was done by Igor Beuker, to 150 marketers at the SRM Guru meeting 2009 in Amsterdam.
The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Download the presentation for the slide notes with Igor's story.
All research was done by Paul van Veenendaal, who used over 250 different sources to create this huge slide deck.
If you are inspired by this story, you will probably also like our blog: http://www.ViralBlog.com
All credits go to Barack Obama and his campaign team. Barack Obama, marketer of the year!
Charity:water PR Campaign
Charity: water is a non-profit organization that provides clean drinking water to developing countries around the world relying solely on public donations. Since being founded in 2006, Charity: water has funded water projects that have provided clean water access to over 2.5 million people in 20 countries. The organization utilizes social media campaigns and viral videos along with traditional media coverage to raise awareness and increase donations from their target audience of young adults aged 18-35.
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Wendy's social media strategy aims to expand its customer base through platforms like Snapchat, Twitter, Facebook and Instagram. The strategy involves updating these platforms with deals, store updates and creative graphics. An audit found Twitter had the most followers while Instagram had the highest engagement. Objectives include increasing sales through promoting deals and the brand. Roles, policies, response plans and metrics are outlined to guide the social media efforts.
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Social networks are becoming powerful hubs of interconnected communities but it’s
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Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
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The document discusses the history and operations of the Harilela family business in Hong Kong. It began in 1922 when Naroomal Mirchandani left India for China and established a trading company. His sons later expanded into textiles and acquired contracts to make British uniforms after WWII. In 1960 they diversified into hotels, buying their first property. They continued expanding their hotel portfolio, realizing it was more profitable than textiles. The family business was structured as a group collectively owned by the six brothers, who each had equal voting power despite unequal ownership shares. Management was delegated to professionals while family members could join but had to prove themselves. The group focused on quality service and maintaining community and government relationships.
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In this scenario, you are the PR director for a large community hospital. An employee has come to you and said that people in her neighborhood are angry that the hospital is planning to tear down some historic buildings to make way for the hospital's proposed new women's health clinic. She said the local Historical Commission is planning to picket the hospital on July 4. They will be joined by another group of neighbors who are worried about noise and the traffic mess that will tie up their neighborhood for more than a year. Your CEO thinks this new clinic will be a boon to the neighborhood, which has become somewhat rundown in recent years. So he is dismissing the complaints from the neighbors, despite the growing number of negative posts on social media.
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real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
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These communities are also clearly having a huge benefit to the brands involved,
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Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Marketing for Social Causes Victoria University presentation (12.4.16)
Marketing for Social Causes Victoria University presentation (12.4.16)
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Project Serenity — 33% Life-time Commissions.docx
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
HOW TO USE FACEBOOK _ by Clarissa Credito
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
HMS Facebook Stories All V1 06092024.docx
The conversations on Facebook from the Herringswell Manor School group from 2009 to the first half of 2024
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Surat Digital Marketing School - course curriculum
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
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Lifecycle of a GME Trader: From Newbie to Diamond Hands
Your phone buzzes with a Reddit notification. It's the WallStreetBets forum, a cacophony of memes, rocketship emojis, and fervent discussions about Gamestop (GME) stock. A spark ignites within you - a mix of internet bravado, a rebellious urge to topple the hedge funds (remember Mr. Mayo?), and maybe that one late-night YouTube rabbit hole about tendies. You decide to YOLO (you only live once, right?).
Ramen noodles become your new best friend. Every spare penny gets tossed into the GME piggy bank. You're practically living on fumes, but the dream of a moonshot keeps you going. Your phone becomes an extension of your hand, perpetually glued to the GME ticker. It's a roller-coaster ride - every dip a stomach punch, every rise a shot of adrenaline.
Then, it happens. Roaring Kitty, the forum's resident legend, fires off a cryptic tweet. The apes, as the GME investors call themselves, erupt in a frenzy. Could this be it? Is the rocket finally fueled for another epic launch? You grip your phone tighter, heart pounding in your chest. It's a wild ride, but you're in it for the long haul.
Your LinkedIn Success Starts Here.......
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
Using Remini is easy and quick for enhancing your photos. Start by downloading the Remini app on your phone. Open the app and sign in or create an account. To improve a photo, tap the "Enhance" button and select the photo you want to edit from your gallery. Remini will automatically enhance the photo, making it clearer and sharper. You can compare the before and after versions by swiping the screen. Once you're happy with the result, tap "Save" to store the enhanced photo in your gallery. Remini makes your photos look amazing with just a few taps!
Transform Your Presence Now!..............
Make a significant impact on Facebook and transform your social media presence.
https://www.sociocosmos.com/product-category/facebook/
Your Path to YouTube Stardom Starts Here
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
Dominate Reddit Discussions.............
Dominate Reddit Discussions: Become a top Reddit influencer with our proven methods. Learn More.
https://www.sociocosmos.com/product-category/reddit/
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EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
The Evolution of SEO: Insights from a Leading Digital Marketing Agency
Surat Digital Marketing School - course curriculum
Surat Digital Marketing School - course curriculum
Lifecycle of a GME Trader: From Newbie to Diamond Hands
Lifecycle of a GME Trader: From Newbie to Diamond Hands
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANE
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
HOW TO USE THREADS an Instagram App_ by Clarissa Credito
ALS Ice Bucket Challenge - campaign analysis
- 1. Tell - a - Tale
- 2. What is an Ice bucket Challenge?
- 4. Why was it started?
- 5. Objective Primary objective: To raise funds for finding a cure of the disease Secondary objective: Spread awareness about ALS
- 6. Who started the challenge? Patients Pete Frates, Pat Quinn, Anthony Senerchia and their families believed this and they challenged themselves to combat this degenerative and silent disease with something light, fun and easy. And to leverage the power of the social graph to make it spread like wildfire. ALS Ice Bucket Challenge was born.
- 7. Campaign Strategy & Execution The campaign rolled out slowly but strategically, The challenge dared folks to dump a bucket of ice water over their heads, post the video on Facebook, tag a friend to do the same & donate money if you want The friends of the family accepted the challenge, then it spread to adjacent communities, then new cities, then new countries, then athletes & celebrities etc. The rest they say is history!
- 8. Campaign Performance 159 countries participated $220 million raised 70 billion video views counted 3. 17 million videos created More people participated than the Super Bowl and Oscars, combined. More money was raised each day than the annual budget of the ALS Association in New York
- 9. So what is so special about this? over 440 million people viewed the videos with no media spend whatsoever. over 50 political figures, 200 notable actors, 200 athletes, & 220 musicians have participated Google search for “ALS” showed awareness spike. Cancer was in red line
- 10. Analysis of the campaign Doing Good feels good The star of the bunch Bill Gates with 5 million views fanned the campaign more The fact that it was a challenge
- 11. Campaign highlights • The fact that zero penny was spent but 220 million was raised is an achievement in itself • The ALS association has continued the campaign and still urge people to take the challenge every August • Participation of celebrities has given the campaign a boost Campaign lowlights • Not many know that it was done for a cause and had to donate some money • The campaign lost its message when it travelled from one country to another and became more of a game people challenged for. • Though the campaign received a good response for some time but it could not sustain its hype.
- 12. Thank you