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Story told by IDEATELABS
Tell - a - Tale
Story told by IDEATELABS
What is an Ice bucket Challenge?
Story told by IDEATELABS
Story told by IDEATELABS
Why was it started?
Story told by IDEATELABS
Objective
Primary objective: To raise funds for finding a cure of the disease
Secondary objective: Spread awareness about ALS
Story told by IDEATELABS
Who started the challenge?
Patients Pete Frates, Pat Quinn, Anthony Senerchia and their families believed this and they challenged themselves to combat this degenerative and silent disease with something light, fun and easy.
And to leverage the power of the social graph to make it spread like wildfire. ALS Ice Bucket Challenge was born.
Story told by IDEATELABS
Campaign Strategy & Execution
The campaign rolled out slowly but strategically,
The challenge dared folks to dump a bucket of ice water over their heads, post the video on Facebook, tag a friend to do the same & donate money if you want
The friends of the family accepted the challenge, then it spread to adjacent communities, then new cities, then new countries, then athletes & celebrities etc.
The rest they say is history!
Story told by IDEATELABS
Campaign Performance
159 countries
participated
$220 million raised
70 billion video views
counted
3. 17 million videos created
More people participated
than the Super Bowl and Oscars,
combined.
More money was raised each day than the annual
budget of the ALS Association in
New York
Story told by IDEATELABS
So what is so special about this?
over 440 million people viewed the videos with no media spend whatsoever.
over 50 political figures, 200 notable actors, 200 athletes, & 220 musicians have participated
Google search for “ALS” showed awareness spike. Cancer was in red line
Story told by IDEATELABS
Analysis of the campaign
Doing Good feels good
The star of the bunch Bill Gates
with 5 million views fanned the campaign more
The fact that it was a challenge
Story told by IDEATELABS
Campaign highlights
• The fact that zero penny was spent but 220 million was raised is an achievement in itself • The ALS association has continued the campaign and still urge people to take the challenge every August• Participation of celebrities has given the campaign a boost
Campaign lowlights
• Not many know that it was done for a cause and had to donate some money• The campaign lost its message when it travelled from one country to another and became more of a game people
challenged for. • Though the campaign received a good response for some time but it could not sustain its hype.
Story told by IDEATELABS
Thank you
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