Stump The Strategist
Watch below as we answer:
Q: My client is a not-for-profit organisation researching motor neurone disease. The ice bucket challenge was great for raising awareness and funds in the short term – how can this success be replicated?
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Featured strategists are:
Adam Long – General Manager, Step Change Marketing
Andrew Durack – Head of Copy and Insights, Step Change Marketing
John Hagerty – Managing Director, Be Business
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About Stump The Strategist:
- Questions from the floor, answered live in nine minutes
- It's opinion, not advice
- Step Change charges clients for advice, Stump The Strategist is free
A:
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Communicate with engaged audiences. Find out what they liked and what they disliked about the activity or challenge, and what they would like to do next
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Capture the data of the people getting involved, watching or commenting. You then need to be in touch frequently - between eight and 13 times a year. Get their data, and follow up
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Unfortunately, you can't engineer viral activity. It's not a strategy. So look at how to get long-term benefits from something that has already gone viral
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People tend to remember the challenge, but forget the cause. Your strategy needs to tell a story and engage people at a deeper level. Personalise it and start telling stories of Motor Neurone Disease sufferers. Remind people why they are participating and who they are helping
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Create a trigger for discussion. Something as simple as people clinking their water glasses can become a driver for discussion, much the same as the moustache has done for Movember
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