Most brands aren't trying to save lives. Advertisers are usually trying to sell us a product or service. First and foremost, that means trying to get people involved or involved in what the brand is doing. From this perspective, there's a lot to learn from the "Ice Bucket Challenge" to raise money for muscular dystrophy. ALS.
You've undoubtedly already noticed on your Facebook or Twitter the flood of videos of people pouring buckets of ice on themselves and urging others to follow suit to raise awareness and money to fight Lou Gehrig's disease (ALS, its official name).
Some doubt the usefulness of theCampaign This, but the ALS Association reported that it received donations totaling $15.6 million compared to $1.8 million during the same period last year (July 29 to August 18).
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From the brand's perspective, it is possible to derive some marketing insights that can also be used in campaigns or other moves, including Brands Commercial.
Brands and advertisers are constantly asking people to do something. It’s a way to get people involved: sign up to win a car, tweet to get a discount, create an account to get updates. When there’s an incentive, it works to some extent, but it doesn’t often create buzz or take off on its own because the tactic isn’t usually unique or interesting. People are used to it. Most of us, on the other hand, aren’t used to pouring a bucket of ice water over ourselves.
Equally important is the fact that the Ice Bucket Challenge made it easy to participate. Anyone can do it, and it doesn't require any special talent or resources. When brands launch contests or try to engage people in original ways, the downside is that it's not equally accessible to everyone - you have to be a certain age, from a certain place, have your picture taken at a certain attraction, etc. On the other hand, anyone can dump a bucket of ice water on their head.
On a side note about making things easy to do, let’s take it a step further: Imagine if Facebook had a built-in donation button. You watch a video, and when it ends, you have the option to donate on the spot with a few clicks. The Ice Bucket Challenge raised millions even without it, but any charity would love an option like that.
Sometimes, the local is stronger than the national.
The Ice Bucket Challenge started out with no connection to any particular charity, until, according to Time magazine, a guy named Chris Kennedy from Florida connected them. It didn't go viral until Pete Freitas from Boston and Pat Quinn from Yonkers, New York, took the challenge to their neighborhoods and friends. They wanted to raise money for ALS research but didn't intend to launch a nationwide movement.
Part of the reason the challenge has taken off in the Boston area is Freitas' unique story. People knew that he, the former captain of the Boston College baseball team, was trying to raise awareness about this muscular dystrophy. The sense of community, the story of who he was and why he was trying to do this, helped mobilize Boston's involvement. It caught the attention of friends and family in the local community, and then celebrities across the country.
Many brands struggle to launch national campaigns. Trying to get everyone involved makes everything milky and generic. If you start by engaging people at the local community level, you can build momentum and it can grow into something broader.
Don't try to control the message too much.
If a brand were to launch a similar move, chances are it would try to control the message. But this challenge allows people to tell their stories. Some have dedicated their videos to loved ones with ALS. Others are taking the opportunity to create memories with friends. There are creative types who build ice-splashing machines Bill Gates-style (who proved beyond a shadow of a doubt in his video that he is a real "geek"). Others are giving up the ice and jumping straight into the icy waters of Lake Michigan (this is already a task not accessible to everyone).
Even if you're not a brand related to a public issue, even if you're just trying to sell a product, this is your learning moment - how to let the community tell its story.
There's been a fair amount of negative press about this challenge. People are calling it "narcissism disguised as altruism." But you can easily see the bright side here. If the challenge helps people become aware, engaged, and contributing to a good cause, what does it matter if someone here is narcissistic?
The ALS Association did not try to destroy or damage the criticism. It simply responded by publishing the positive fundraising figures and indirectly pouring cold water on the criticism.
Make it personal.
The Ice Bucket Challenge did something that has rarely been seen before: it created a niche community that is both inclusive (inviting you to join) and exclusive. If you accept the challenge, you’re in. If you’re not directly challenged, you can still enjoy the videos, donate, and support others who are. It’s a form of public exclusivity.
And when you're asked to nominate other people for the challenge, it becomes personal - even if you don't know an ALS patient. If someone nominates you, you need to respond, both to them and to yourself, publicly and privately. The negative press has done itself a disservice here - a lot of people feel like they're being fake if they don't pour the bucket on themselves and donate at the same time.
There's a simple human truth here: people want to help, but they really jump in when it gets personal.
