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GMR-ALS Regional Conference Final Presentation
- 1. DIGITIZING SOCIAL CAUSE CAMPAIGNS1 ©2014 GMR Presented by Dana Aschaker – GMR Marketing and Hannah Peltier – Les Turner ALS Foundation
- 2. WHAT IS VIRAL MARKETING? 2 ©2012 GMR
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- 4. KEYS TO RUNNINGA SUCCESSFUL VIRAL MARKETING CAMPAIGN 4 © 2012 GMR
- 5. A MARKETING CAMPAIGN THAT BECAMEA HIT 5 © 2012 GMR
- 6. DOVE: REAL BEAUTYSKETCHES 6 © 2012 GMR https://www.youtube.com/watch?v=XpaOjMXyJGk
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- 8. 8 © 2012 GMR OurPhilosophy GET IN THEIR HEARTS TO STAY IN THEIR LIVES Successful brands don’t sell to consumers; they connect with them. They get in their hearts, to get in their minds, to stay in their lives. We help brands to connect with consumers through sports, lifestyle, entertainment and music – things people are truly passionate about.
- 9. 9 GMR SNAPSHOT 35 ofengagement marketing industry leadership A fully-networked team of 650+ full-time employees, with more than 17,000 field employees Thousands of brand engagements that captivate consumer attention, influence opinion and change behavior GMR has consistently led the way in defining our industry © 2012 GMR
- 10. 1 0 GMR DIGITAL+ MOBILE + SOCIAL CLIENTS © 2012 GMR We have the privilege of working with some of the worlds’ best brands and Mobile Agency for all Pepsi and Frito-Lay brands, 7-Eleven, Slurpee and Lowe’s Social Agency for Angostura, Xfinity Sports and College and many others
- 11. 1 1 VIRAL MARKETINGWITHIN GMR © 2012 GMR
- 12. 1 2 © 2012GMR FX AMERICAN HORROR STORY HOUSE CALLS Generate buzz and build fan base pre-launch for American Horror Story Fans can sign up for a chance to have a film crew and character from the show scare them at their house. Resulting videos were leveraged in social channels to build awareness for the show. Microsite development, digital execution, web cam takeovers, media tactics, casting calls, video/TV production.
- 13. AMERICAN HORROR STORYHOUSE CALLS 1 3 © 2012 GMR https://www.youtube.com/watch?v=FH6kIAVtrgc
- 14. NEW BALANCE ANDGMR 11.7.2014
- 15. Susan G. KomenRace for the Cure GMR manages all of the logistics and activation at 139 Race for the Cure events annually across the country Over 85% of those events have a local retail store partner that GMR works with to sell New Balance’s Lace Up for the Cure collection apparel and shoes on-site A few statistics: GMR hires 171 staff Roughly 1.5 million attendees Nearly 600,000 impressions via giveaways Over $50,000 raised year to date, via shoe lace donation program Over $5,000 donated from local retail store sales donations GMR and New Balance have been partners for the last 9 years New Balance and Komen celebrating 25th year of partnership 2 © 2014 GMR
- 16. The Susan G.Komen 3-day Roughly 11,000 participants, plus Family and Friends on Saturday nights at camp GMR hires 1 Field Manager along with 1 local brand ambassador in each of the 7 markets GMR Warehouse manages the transport of two large road cases with all program materials, as well as local shipments as needed Average sales for the retail stores to date is nearly $8,000 Total Sales for the first 4 events: $30,573 GMR manages the 3-day activation in 7 markets across the country. Each of the 7 markets have a retail store partner that sells New Balance Lace Up for the Cure Collection apparel and shoes on-site Activation at this event includes; recognition of the Top Training Walk leader, who is awarded VIP camping accommodations in a branded New Balance camping tent, a New Balance cheer team along the route on day 2, shopping, fun activities, giveaways, a finish line prize and a place to rest! 3 © 2014 GMR
- 17. Lace Up 365 LaceUp 365 is a program that was launched in late 2013 by New Balance as a way to recognize breast cancer survivors as well as to share their stories. GMR was instrumental in communicating the launch of the program at the Susan G. Komen events. To date, the program is just shy of 2,500 members to the Pink Laces Club. GMR is fulfilling all incentive items for this program as well. 2015 brings a change in the program from mainly recognizing survivorship to recognizing how a healthy lifestyle and exercise can reduce your risk for breast cancer. GMR will once again support communicating this program on event. 4 © 2014 GMR
- 18. MARKETING #LACEUP365 © 2014GMR Make October Last All Year Long Dedicate your daily run, walk, bike or swim to a survivor and share it with the hash tag #LaceUp365 on Twitter, Facebook and Instagram. Together we can make October last all year long. Users were directed to the www.newbalance.com/laceup website where they could sign up to be part of the “Pink Laces Club”. Once they joined, we sent each member a welcome post card along with a complimentary pair of pink shoe laces. They received additional giveaways throughout the year (training journals, ear buds, etc.). Additionally, survivors could go to the website and nominate themselves to be a survivor of the day by sharing their story.
- 19. #LACEUP365 AT THE3-DAY
- 20. Social Media Grassroots: ALSIce Bucket Challenge Hannah Peltier Les Turner ALS Foundation
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- 22. Les Turner ALSFoundation – Serves 90% of Chicagoland’s ALS population – Les Turner ALS Research and Patient Center at Northwestern Medicine – Home and Community Services Program
- 23. ALS Ice BucketChallenge: The Story
- 24. The Origin – ChrisKennedy – PGA Golfer – “Cold Water Challenge” – Connection to ALS
- 25. Running With It:The Faces of IBC
- 26. Running With It:The Faces of IBC – “The story right now goes: you’ve got ALS, have it for a little while, a long while, but either way, the end is always the same. ALS always wins. So in order to rewrite the end of it, we need to raise awareness and money.” – Pete Frates, Person with ALS (PALS)
- 27. Running With It:The Faces of IBC
- 28. Running With It:The Faces of IBC – How It Grew – Concentrated East Coast community – Younger demographic – Personal connections – Sport influence: Red Sox, Bruins, Yankees – Sparking celebrity involvement
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- 30. Les Turner ALSFoundation: Leveraging the IBC
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- 32. Challenges – Reactionary – Howto stay relevant in saturated media? – Distinguishing Brand – Local organizations vs. National ALS Association – Donor confusion • Loss of donations – Resources
- 33. Accept. Donate. GiveHope. Make a Difference. – Website Creation – Headquarters IBC – Why donate to LTALSF? – Accomplishments – Gallery – YouTube playlist – News articles
- 34. Accept. Donate. GiveHope. Make a Difference. – Make Connections – Contacted supporters, donors and corporations – Encouraged matching gift programs – Think IBC, Think LTALSF
- 35. Accept. Donate. GiveHope. Make a Difference. – Social Media – Participants • Shared all content supporting LTALSF • All platforms – Example: ALSA • Twitter & Instagram feed on website – Celebrity focus
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- 37. Global Metrics – Facebook –17 million videos IBC related were shared to Facebook. • Viewed more than 10 billion times by more than 440 million people. – Over 28 million posted, commented or liked a challenge post. – Top 5 Participating Countries: • US, Australia, New Zealand, Canada and Mexico
- 38. Global Metrics – Instagram –3.7 million videos – Concentrated in the US • Canada, Turkey, UK
- 39. Global Metrics – Twitter –4.5 Million Twitter mentions.
- 40. Global Metrics – Websites –Wikipedia: ALS • 2.7 million views • Compared to 1.6 million during 2013 – National ALSA website • Average daily: 17,500 • Peak 4.5 million visits on August 20 • Total month: 30 million
- 41. Global Metrics – Donations –National ALSA • $110 million compared to 2.7 million during the same period last year – MND Association (UK) • Over ₤200,000 a week in donations • Last week of August - received ₤2.7 million
- 42. Les Turner Metrics –$1 Million Campaign – New Donors – +3,000 – Month Comparison: 442% – Matching Gifts/Sponsors
- 43. Les Turner Metrics –Website – 474% increase – Social Media Followers – Facebook: 1,825% – Instagram: 25% – Twitter: 6%
- 44. What We CanLearn From the IBC
- 45. Replicate – We don’tcreate a phenomenon ourselves. The market creates the phenomenon. You just create something so compelling that your audience's response is what creates the phenomenon. – John Brubaker, entrepreneur.com
- 46. Trends – Leverage trends –Simple Goal – Emotional Connection – Easy & Accessible – All platforms – Peer Pressure – Immediacy
- 47. Les Turner ALSFoundation helpcureals.org #AMAforALS
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Editor's Notes
- #3 A marketing strategy that focuses on spreading information and opinions about a product or service from person to person, typically using unconventional means such as the internet (especially social media) or e-mail.
- #4 What is one of the most valuable marketing techniques? Word of Mouth Viral Marketing is essentially the concept as “word of mouth”, but viral marketing utilizes electronic means to spread the message. Viral Marketing harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another. Viral Marketing has grown significantly because of the ease of executing the campaign, relatively low cost (compared to direct marketing) and the high and rapid response rates.
- #5 The keys to running a successful viral campaign lies in the planning, the incentive offered and the knowledge of the target audience. When starting a Viral Marketing Campaign focus on the brand and products before the message. Make sure what the audience sees is honest and authentic. Keep it simple and unique – People innately share things that they perceive to have value, so make the project worthy of being shared Have an idea-list – have project ideas and add to it daily, when an idea makes sense, build it. Work fast and launch fast, if the project is valuable it will take off Make it relevant - whether your project draws on a current event, an issue in your industry or a popular trend, it’s imperative that it relates to your audience in a meaningful way. A good supplementary tool can be humor. Just execute it - Make sure the design and written elements of your project are fresh, flawless and beautifully appealing Optimize - The replication of your message should be absolutely effortless. By including the right sharing buttons, with the perfect text, customized hashtag, etc., you make it even easier for your audience to use social media to post and comment on your project with just a click.
- #7 How many people have seen this ad before? How many people shared this add on a social platform? Dove’s “Real Beauty Sketches” campaign showed a new face to viral marketing success. The uplifting promotional video generated record-breaking online interest, yielding more than 114 million views the first month. Dove wanted to spread this message worldwide and to do that the uploaded the video in 25 languages to 33 of its official YouTube Channels – this tactic helped them reach consumer in more than 110 countries. "Real Beauty Sketches" struck a chord with consumers, generating close to 3.8 million shares in its first month online and adding 15,000 new subscribers to Dove's YouTube channel over the following two months. Its impact spread across traditional media as well, resulting in an onslaught of print features, broadcast news segments and online discussions. Some additional successful
- #10 35 years of engagement marketing industry leadership Fully networked team (In-house digital, creative, promotions, legal, social, recruitment, etc.) Thousands of successful brand engagements Consistently leading the way in defining our industry
- #13 The goal of this program was to Generate buzz and build fan base pre-launch for American Horror Story Fans had the opportunity to sign up for a chance to have a film crew and a character from the show scare them at their house. Resulting videos were leveraged in social channels to build awareness for the show.
- #18 New Balances first attempt with viral cause marketing We had high hopes for the program but if proved to be successful in its own right 2014 was a year of learning and we are taking all things we learned to expand the program for 2015
- #19 Marketing for LaceUp365 was mainly found on the New Balance website, at Race for the Cure events and on the New Balance Cause Twitter Feed The goal was to have people use the hashtag to dedicate their workout to a breast cancer survivor Have a “Survivor” of the day This proved to be an issue to find enough women from our database that were willing to share their stories It is a delicate subject, so we had to be careful how we went about asking for information
- #20 In the last 3.5 months we have almost doubled our Pink Laces Club registrants at the 3-day events How did we make this event work for us? People are more involved at this event than at a race They have more time and are more willing to talk with you We had more ability to explain the program We were able to places signage along the walking route for people to use our hashtag when posting photos and statuses during the event WE GOT PEOPLE TALKING Different from other viral marketing we went in swinging - really just wanting to see what kind of buzz we could create. We weren’t looking for people to donate money or take time out of their day to do something; all we were and are still looking to do is to keep the conversation about breast cancer awareness and breath health initiatives going all year long, 365 days, not just in October. Now I will pass it over to Hannah who will be talking about the biggest viral marketing campaign of this last summer.
- #22 ALS Ice Bucket Challenge has left a permanent stamp for this generation’s charitable giving phenomenon. Today, everyone knows the campaign but more importantly, of the millions that participated in the challenge, a percentage of those now know something about this disease. And for myself and other ALS organizers, awareness is priceless. And it leads to a more educated community of donors who increase funding and support for the cause.
- #23 We are a foundation inspired by a face of ALS. Les Turner. A local business man who created the Foundation in 1977 due to a lack of information and resources about ALS. Since 1977, the LTAF has been Chicagoland's leader in patient services, research, and education for ALS. One of the nations largest and longest established independent ALS Organizations. We have 3 word renowned laboratories Les Turner ALS Research and Patient Center at Northwestern Medicine 3 laboratories: Genetics, Motor Neurons and Stem Cell Therapies Clinic Home and Community Services Program In-home services: social workers and nurses Grants and programs for patients and families
- #26 Pete Frates Mentor to Patrick Quinn Pete Frates: Face of the IBC 29 year old, former Boston College baseball player Diagnosed in 2012 Patrick Quinn: Face of the IBC 31 year old, from Yonkers, New York Diagnosed 2013 Both are extremely young and in the prime of their lives
- #28 How They “Ran With It” Took their futures into their hands Recorded, nominated, shared and donated. WEB
- #29 Sports influence lead to more celebrities & ESPN involvement
- #30 When we started to get involved: We really weren’t sure if this trend was going to pick up. Because it originated from two ALS patients, the ALS community automatically started to buzz about the challenge, but was it going to disseminate into popular culture?
- #31 We knew once it hit mainstream media we needed to leverage it to the best of our abilities as fast as we could.
- #32 Raise disease awareness Raise brand awareness Increase funding
- #33 Like the rest of the world, we were unsure how viral this campaign was actually going to get but as you know the its success was nothing like it before. The next question is, how do we stay relevant within the saturated platform of social media? What we can do to stand out among all the Ice Bucket Challenges and other ALS organizations? Our biggest and most difficult challenge was distinguishing our brand, something we face day to day. We are the largest and longest established independently funded ALS organization in the US but local to Chicago. In the global ALS community, other organizations look to us due to our history in the field. The IBC created the most awareness for ALS ever, so when new donors and challenge participants went to look who to donate to, the National organization was the easiest choice. Due to the National organization’s accessibility, we did lose many potential donor within the Chicagoland area because many assumed the money would distribute to other ALS organizations including us. Lastly, our resources available was a huge hurdle for us. Unlike the national office, we only have 10 staff members, including two people in the marketing communications department.
- #34 Our plan of action Straight to the point, why donate to LT instead of ALSA. We created a website listing crucial facts to sway donors that LT is the premiere choice for ALS organizations. We highlighted our leaders in ALS research, with the most renowned discoveries, top rating from Charity Navigator a nonprofit watch dog company and where how much of our donations go straight to research and patient services. We wanted to ensure that our funds were transparent and clarify any criticisms that ALSA was facing at the time.
- #35 To promote local participation we communicated to all our constituents to remember to donate local. We also created letters with the same content as the website and emailed them to our large donors and sponsors to advocate to their networks to choose Les Turner. We connected with all of our previous corporate sponsors and donors with the same facts to choose LT. Which ended up clarifying much confusion and we received numerous corporate donations from company wide IBC cha
- #36 Social Media Participants Video playlist Shared all content supporting LTAF Wear LT Gear All platforms: Facebook, Twitter, Instagram, YouTube New articles Shared important news articles featuring IBC and LTAF Chicago Times, BTN ESPN, Northwestern Example: ALSA Twitter & Instagram feed on website Celebrity focus
- #38 Facebook announced that Between June 1 – September 1, more than 17 million videos related to the ice bucket challenge were shared to Facebook. These videos were viewed more than 10 billion times by more than 440 million people. June 1 – August 17 Over 28 million people have joined the conversation about the ice bucket challenge including posting, commenting or liking a challenge post. The spread structure is centered around Boston – the maps below show the reach in the United States and the reach in the northeast region of the United States. Many attribute the challenge to former Boston College baseball player, Pete Frates,
- #39 The hashtags IBC wasn’t mentioned until after the IBC had already been establish on Facebook. The spike of hashtag use was on August 19th, so slightly later than the participation on FB. 3.7 million videos were posted throughout the MONTH OF AUGUST They credit celebrities Instagram accounts for igniting the platform’s Ice Bucket presence.
- #40 Peaking on the 13th, also around the same time Instagram peaked, demonstrating that the IBC was now active across all platforms of social media.
- #41 In the month of August, the ALS Wikipedia page had over 2.7 million views compared to the 1.6 million in the previous year The daily visits to the ALS association also dramatically increased and had a total of about 30 million sessions in one month
- #42 Month of august Wikipedia -- According to data company Dataviz Later reaction abroad
- #43 The Global metrics were extraordinary, and while we are a much smaller organization we also saw amazing results from the IBC Website Sessions, meaning about of people that visited our website during August compared to July New Followers month to month comparison Matching Gifts: Over $31,000 August 2013 compared to August 2014 = 442% Increase And we doubled our year to date donation totals from 2013 (Jan to august) in one month
- #44 Website Sessions, meaning about of people that visited our website during August compared to July New Followers month to month comparison Matching Gifts: Over $31,000
- #45 Once it hit mainstream popular culture we knew we needed to leverage it.
- #46 Concluding comments As you can see from the IBC and other successful campaigns such as Dove and Evian, you cannot create the a phenomenon. You can only leverage it. John Braubaker of entrepreneur.com explains the concept Leverage trends we didn’t create it, we leveraged the power simple goals PACES the secret sauce of a phenomenon; Positive Authentic Compelling Entertaining Simple Positive -- feel good Authentic -- A face of ALS -- The impact of your campaign is making an affect someone or something Compelling -- emotions guide our decisions, we share because we care Engaging -- society values entertainment -- if you entertain your audience you will then be in a positon to keep them engaged and educate them. Simple --
- #47 Savvy companies of all sizes including nonprofits are exploding into the mainstream consciousness by creating campaigns that compel consumers to share content on their social media platforms. Some are heart breaking, some a hilarious, but the main factor is that emotion drives sharing. Leverage trends we didn’t create it, we leveraged the power simple goals PACES the secret sauce of a phenomenon; Positive Authentic Compelling Entertaining Simple Positive -- feel good Authentic -- A face of ALS -- The impact of your campaign is making an affect someone or something Compelling -- emotions guide our decisions, we share because we care Engaging -- society values entertainment -- if you entertain your audience you will then be in a positon to keep them engaged and educate them. Simple --