ALS #IceBucketChallenge: Strategy Uncovered For B2B Marketers
Now, you may wonder what strategy we are uncovering through ALS Ice Bucket Challenge for B2B marketers. It's simple. We all know what ALS #icebucketchallenge has achieved recently. Rather, it is a perfect example of strategic marketing campaign that used social media and other online channels. We have explained the challenge in a simple lucid language for you. But, the strategy is hidden in the text. Well, you may have to snoop around.
What is ALS?
ALS is a short form of amyotrophic lateral schelorsis disease. This disease is also termed as Lou Gehrig's Disease in the U.S. The disease primarily causes muscle spasticity, rapidly progressive weakness arising due to muscle atrophy, trouble in breathing, swallowing and speaking. More than 5,600 people are diagnosed with ALS in U.S. alone and causes 2 deaths per 100,000 people every year.
What is ALS Ice Bucket Challenge?
The ALS Association "initiated" the "ALS Ice Bucket Challenge" in July-August 2014. The challenge dares people to dump ice water on their head and if they can't do it, then donate to ALS. The donations are to be used for the "purpose" of research and development in the treatment of the disease.
The challenge dares nominated participants to "film" themselves while pouring a bucket of ice water on themselves and then nominate their friends to do the same. The rule is that it has to be done in "24 hours" after nomination or forfeit by doing a charitable donation.
Success of ALS Ice Bucket Challenge
The Ice Bucket Challenge spread like wildfire on social media sites and succeeded in garnering the media attention in the U.S. Many celebrities, politicians, athletes and citizens posted videos online and on TV to display their participation. Only 50% Americans were "aware" of the disease prior to this challenge.
The New York Times reported, between June 1 & Aug.13, Facebook record 1.2 million video shares, and recieved 2.2 million mentions on Twitter during July 29 and August 17.
Not only this, the ALS Association, from July 29 to August 21, "received $41.8 million" in donations. It raised over $10 million only on August 21, 2014 against $64 million in all of 2013. The other associated charities reported to Washinton Post that the donations were 50 times more than normal.
The "level of engagement, awareness and attention" these charities have received due to this activity is overwhelming. That said, this is the success one can achieve with the correct use of social media and online platforms.Apparently, you can see the use of "hashtag (#)" in the overall promotion contributed largely in the overall success of the campaign.
Tip: Look for text in "quotes" and the strategy is uncovered.
What is ALS?
ALS is a short form of amyotrophic lateral schelorsis disease. This disease is also termed as Lou Gehrig's Disease in the U.S. The disease primarily causes muscle spasticity, rapidly progressive weakness arising due to muscle atrophy, trouble in breathing, swallowing and speaking. More than 5,600 people are diagnosed with ALS in U.S. alone and causes 2 deaths per 100,000 people every year.
What is ALS Ice Bucket Challenge?
The ALS Association "initiated" the "ALS Ice Bucket Challenge" in July-August 2014. The challenge dares people to dump ice water on their head and if they can't do it, then donate to ALS. The donations are to be used for the "purpose" of research and development in the treatment of the disease.
The challenge dares nominated participants to "film" themselves while pouring a bucket of ice water on themselves and then nominate their friends to do the same. The rule is that it has to be done in "24 hours" after nomination or forfeit by doing a charitable donation.
Success of ALS Ice Bucket Challenge
The Ice Bucket Challenge spread like wildfire on social media sites and succeeded in garnering the media attention in the U.S. Many celebrities, politicians, athletes and citizens posted videos online and on TV to display their participation. Only 50% Americans were "aware" of the disease prior to this challenge.
The New York Times reported, between June 1 & Aug.13, Facebook record 1.2 million video shares, and recieved 2.2 million mentions on Twitter during July 29 and August 17.
Not only this, the ALS Association, from July 29 to August 21, "received $41.8 million" in donations. It raised over $10 million only on August 21, 2014 against $64 million in all of 2013. The other associated charities reported to Washinton Post that the donations were 50 times more than normal.
The "level of engagement, awareness and attention" these charities have received due to this activity is overwhelming. That said, this is the success one can achieve with the correct use of social media and online platforms.Apparently, you can see the use of "hashtag (#)" in the overall promotion contributed largely in the overall success of the campaign.
Tip: Look for text in "quotes" and the strategy is uncovered.