As the ALS Ice Bucket challenge swept the nation (and almost the globe!) earlier this summer it got us thinking about the power of marketing and in particular viral campaigns. A fantastically successful campaign which raised over $100 million for the ALS Association, the charity must have been overwhelmed by their success. But what can we learn from it? What made it so great and could we replicate it?
It is certainly true that viral marketing campaigns and social media have been hugely successful over the past few years. Viral video has been around for at least a decade (the infamous Ford SportKa cat video sticks in the memory!) but social media has really transformed what viral can deliver. From #nomakeupselfies to Stephen’s story we all certainly seem to love to get involved.
Here at 4 C Marketing we think there are a few key elements that made this campaign such a success:
1. It was simple. Like many viral campaigns it was a basic idea. Most people have access to a bucket of water. No high cost or particular equipment involved here.
2. It was quick and easy. It takes just seconds to pour a bucket of water over your head. In our time poor, busy lives, even we could find time for that.
3. It was a bit embarrassing. That’s what made it funny. Who normally goes round throwing buckets of water over themselves, let alone ice cold water? The slight embarrassment factor made it more fun and made people want to nominate each other.
4. It hit celebrity. We all know what celebrity endorsement can achieve and it is certainly true that as soon as Victoria Beckham or Usain Bolt started doing it, many of us wanted to join in.
So there are some key things that we can learn from the campaign’s success to feed into all our marketing campaigns. The best ideas are often simple, sometimes tongue in cheek and can spread like wildfire with the right endorsement.
If we can help with some simple but effective ideas for your next marketing campaign then why not give us a call on 01252 843461. From Press Releases to Blogging, Marketing Research to Advertising, Social Media to Design, we’d love to work together to grow your business.