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

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
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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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