April 24, 2015

How can we replicate the success of the ALS Ice Bucket Challenge?

April 24, 2015

How can we replicate the success of the ALS Ice Bucket Challenge?

Viral, Stump the Strategist, Ice Bucket Challenge, Marketing Strategy

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?

  • 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  

  • 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:

  • 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

  • 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

  • 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

  • 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

  • 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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