The crazy thing about social media is the amount of people that can be involved into a single conversation. Over the past few weeks, the #IceBucketChallenge has swarmed social media outlets in hopes of raising awareness of ALS, otherwise known as Lou Gehrig’s Disease. The awareness has been spread through videos posted with the use of hashtags #IceBucketChallenge, #ALSIceBucketChallenge, and #StrikeOutALS.
During the same time period last year, the challenge raised $1.8 million. So far this year the challenge has already raised over $15.6 million in donations to ALS and its chapters, according to the ALS Association.
Many professional athletes like LeBron James, Russell Westbrook, Russell Wilson, Kobe Bryant, and Aaron Rodgers have taken part in the campaign. With these popular influencers accepting the challenge and also challenging others to follow in their footsteps, the challenge and the awareness of ALS has had the ability to reach millions of people at once.
The #IceBucketChallenge has resulted in much more than masses of people dumping ice water over their heads. The substantial increase in monetary donations to the ALS Association has been a largely positive result of the campaign. It’s evident that this kind of viral campaign is successful. How can brands capitalize on the strategies used in the #IceBucketChallenge to create awareness of their own?
Brands can create relationships with customers by implementing campaign strategies that allow many consumers to build a relationship with brands.
Not only has the #IceBucketChallenge allowed many people to be involved with the movement, it’s offered a captivating and unique activity for participants to experience and challenge others to endure. Giving customers an opportunity to share experiences not only with the brand, but with each other, is a great way to add to the narrative and increase top-of-mind awareness among consumers.
Peer pressure is often seen as a negative interaction, however, the pressure from peers to participate in the #IceBucketChallenge has played a huge role in the campaigns success. Brands can create the same positive peer pressure in their own digital campaigns to encourage participation and interactions.
Sense of Urgency
A component of the #IceBucketChallenge is the urgent request of others to participate within the next 24 hours. Brands can use this same tactic by encouraging their customers to act fast and interact with the brand in a given time period.
Strong Call to Action
The message and tasks involved in the #IceBucketChallenge are very clearly communicated. Giving customers a clear and strong call to action results in higher conversion and participation.
Although the goals of brands may not be as philanthropic as the goal of the #IceBucketChallenge, promoting positive movements can be very beneficial in increasing customer participation. Brands using charity donation and promotion may result in not only a better image, but also conversions and sales.
Click here to learn more about ALS and how you can contribute.
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